The Roundup glyphosate cancer mass tort began with the 2018 Dewayne Johnson v. Monsanto trial verdict ($289M, later reduced) and has grown into one of the longest-running active mass torts in the country. Bayer (which acquired Monsanto in 2018) has paid out over $11 billion in settlements across multiple waves with ongoing qualification.
Qualification centers on substantial glyphosate exposure — occupational use (agricultural workers, landscapers, groundskeepers, golf course maintenance, municipal workers) and frequent residential use — combined with Non-Hodgkin's lymphoma or related lymphoid cancer diagnosis.
Highfloor supports year-round Roundup flights for firms active in the docket. Bar TV in agricultural-economy metros (Phoenix, Sacramento, Fresno, Denver, parts of Texas) plus the broader landscaping-and-groundskeeping audience reach. Spanish-language creative is standard given the substantial Latino agricultural workforce.
Settlement value per claim varies based on exposure history, cancer severity, and individual case factors. Firms compete on case-evaluation depth and qualification efficiency.
- Year-round flights — ongoing settlement waves
- Bar TV in agricultural-economy and landscaping-workforce metros
- Spanish-language creative variants for Latino agricultural workforce
- Search-keyword spend on Roundup-specific and NHL-specific terms
- Broadcast TV in agricultural-heavy markets (Central Valley CA, Florida agricultural belt, Texas)
- August 2018 — Dewayne Johnson v. Monsanto verdict, first major Roundup trial
- 2020 — Bayer announces ~$10B framework for U.S. Roundup litigation
- 2021–2025 — multiple settlement waves and continued bellwether litigation
- Ongoing — qualification continues for new claimants
- Phoenix (Pinal County agricultural extension)
- Sacramento (Central Valley agricultural)
- Houston (agricultural / landscape industry)
- Atlanta (Southeast agricultural workforce)
- Miami (Florida agricultural belt outreach)