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)