Innovar Ag

Only about half of the fertilizer applied to crops is absorbed by plants, while the rest either seeps into water systems or becomes a gas and enters the atmosphere.

Nitrogen loss from volatilization, denitrification and leaching erodes the economic backbone of farmers by diminishing their fertilizer efficiency.

The repercussion reverberates beyond farm boundaries, impacting both agronomic and environmental landscapes by contaminating water sources, contributing to greenhouse gas emissions and disrupting natural nutrient balances in ecosystems.

Aiming to resolve this fertilizer loss and revive nutrient efficiency, Innovar Ag introduced its value-added, enhanced-efficiency fertilizer technologies.

It revamps the traditional commodity-focused fertilizer market with patented technologies, trademarked brands, and proprietary formulas that improve the performance and environmental footprint of fertilizers.

With its blend of cutting-edge products, experienced professionals, and a company ethos focused on tangible results, Innovar Ag stands tall in the agronomic market, securing the future of sustainable agriculture.

“Every product we bring to market meets the criteria of environmental, agronomic and economic benefits, guaranteeing optimized yields and increased profitability for our customers,” says Andrew Semple, CEO.

Redefining the Boundaries of Fertilizer Efficiency

Innovar Ag offers a range of solutions to augment fertilizer and soil nutrient efficiency through its InnoSolve brand.

As the name implies, InnoSolve is rooted in solving the challenges of growers through cutting-edge innovation, laying a strong foundation for market-oriented products.

Among its many offerings, InnoSolve 45N is the most cost-effective, broad-spectrum fertilizer technology. This multifaceted solution reduces nitrogen loss mechanisms and boosts microbial populations, ensuring enhanced uptake and utilization of phosphorus, potash, secondary and micronutrients by plants.

InnoSolve PKMe is InnovarAg’s latest revolutionary product that brings benefit to any crop. Research has shown that InnoSolve PKMe increased root hair growth by 34%, seminal roots by 21%, and increased nutrient uptake by 200% in nutrient deficient soils

Many of Innovar Ag’s products are based on its proprietary technology, PENXCEL, a unique formulation system developed to deliver fertilizer additives for dry and liquid fertilizers. It drives active ingredients to penetrate deeper into the fertilizer granules after they've been coated. Used in flagship products like N YIELD, NEON and N BOUND nitrogen stabilizers, and the broader PENXCEL group of products, its deeper penetration translates to superior loss prevention, making sure precious nutrients stay in the soil and nourish the plants.

“Safety is non-negotiable in any industry, and agriculture is no exception. PENXCEL sets the benchmark with 2.7 times lower toxicity compared to market competitors,” says Carrie Garcia, Managing Director, Innovar Ag.

PENXCEL coats fertilizers 50 percent faster than its competitors, accelerating blending times. This is especially beneficial during hectic planting seasons as the quick blending plays a pivotal role in those high-pressure periods when farmers are racing against time to prepare fields and sow seeds. With unforeseen weather changes, like impending rainstorms, the ability to process fertilizers becomes even more important.

Faster blending equates to additional economic benefits. PENXCEL’s efficiency allows for more fertilizers to be processed in less time, maximizing throughput and minimizing costs. The result is improved profit margins and streamlined production schedules.

It can also improve the supply chain’s efficiency and make sure fertilizers are ready for timely distribution and application where needed most.

Bridging the Knowledge Gap

Innovar Ag’s products earn greater trust from clients because they are underpinned by robust scientific data and rationale. Led by the talented Dr. Ray Asebedo, Vice President at Innovar Ag, the R&D department is dedicated to ensuring the products undergo internal testing and validation within the academic research community before they hit the market.

This gives much-needed relief for fertilizer distributors and dealers, who are often overwhelmed by the numerous product options and concerned about their reliability. Through strict measures, Innovar Ag’s R&D reaffirms its commitment to eradicating market confusion and rebuilding trust within the agricultural community.

A key aspect of product promotion is to have a clear understanding of the product’s functionality. Misinformation or a lack of clarity can lead to inappropriate use, compromised yields and potential environmental hazards. With the deluge of options in the market, choice paralysis is prevalent, further underscoring the need for clear and accurate product information.

The shift toward value-added technologies poses another challenge as companies traditionally dominated by commodity sales might not be familiar with this paradigm and struggle to effectively market these innovations.

Innovar Ag addresses this gap and steps in as an educator, emphasizing clear communication and transparency in its solutions to make sure partners are well-informed. By conveying the underlying science to farmers and agribusinesses, companies can build trust, foster informed decision-making and underline the genuine value of their offerings.

Seasoned professionals in the enhanced efficiency fertilizer market make up Innovar Ag’s team, bringing technological expertise to train distributors and dealers on the use and marketing of advanced solutions. As many agricultural products require regulatory approvals, a lack of understanding can lead to non-compliance with regulatory standards, resulting in legal consequences and market entry barriers. If a company promotes a product without understanding its nuances, any adverse outcome can harm the brand's reputation, affecting long-term trust and profitability.

Gaining Market Share with a Limited Distribution Model

Differentiation is key to navigating the fiercely competitive fertilizer efficiency market. Fully aware of this reality, Innovar Ag adopts a limited distribution model. By collaborating with one or two companies per country to bring its products to the market, it crafts a strategic edge for its partners.

This conscious choice is deeply rooted in a desire to elevate the brand positioning of its partners in the market. When a distributor invests considerable time, energy and capital to promote a brand, the last thing they want is a rival offering a near-identical product at a discounted price. These scenarios dilute the brand's prestige and rob the original promoters of the fruits of their labor.

Innovar Ag develops its brands to allow exclusive rights to a select few distributors in each market. This strategy ensures brand sanctity and gives the chosen distributors a competitive edge in their marketing endeavors.

The benefits of this limited distribution approach extend beyond market differentiation. It fosters an environment of trust for an open and dynamic feedback loop between Innovar Ag and its partners.

By narrowing its focus, the company paves the way for more collaborative relationships with distributors. In a scenario where it distributes to multiple players in a country, distributors would be wary of sharing insights, fearing leaks from competitors. With Innovar Ag's limited distribution strategy, this concern is effectively eliminated.

Sustained Business Growth with a Customer- First Approach

Innovar Ag constantly strives to enhance its offerings, anchored by customer feedback. Whether adjusting the color intensity or tweaking a product’s scent profile, it always listens intently.

It adopts a collaborative approach from the onset of a partnership, acts as a resourceful partner and establishes a foundational trust with clients, followed by aligning its product arsenal with specific requirements. The journey continues beyond product delivery. Innovar Ag also collaborates with clients on product testing, negotiates supply agreements and offers support during product launches.

A recent case study proves its adaptability and commitment to client satisfaction. Faced with feedback about an off-putting smell from one of its products, a potential dealbreaker for a segment of a distributor's customer base, Innovar Ag didn't retreat. It leveraged its R&D department and developed a solution to reduce the odor. Working closely with the distributor and conducting joint testing, Innovar Ag not only addressed the concern but strengthened their partnership. This proactive problem-solving and collaboration led to a threefold increase in orders from the client.

The strength of personal relationships cannot be overstated in the close-knit communities of the agricultural sector. Innovar Ag fosters mutual trust and respect, which is crucial for longterm success. It helps them achieve a low attrition rate, with most partnerships growing significantly year-over-year.

Innovar Ag also equips its partners with the knowledge and tools to stay ahead. It proactively assists clients with documentation, samples and insights, guaranteeing they lead the curve in an ever-changing market.

Quality Assurance through Lab Testing

At the center of Innovar Ag’s operations is a dedication to quality control, steered by its Managing Director, Carrie Garcia.

This assurance is fortified by a special partnership structure where the Illinois-based manufacturing team doubles as an investor in Innovar Ag. This symbiotic relationship, where both entities hold stakes in each other’s success, ensures only the highest-quality ingredients are used.

Innovar Ag’s dedication to excellence extends to its sourcing standards. No raw material is incorporated into its products without thorough lab testing. Underscoring that reputation is a company’s most valuable asset, Innovar Ag makes sure every product released to the market not only meets but exceeds expectations. With a robust supply chain, long-term contracts and a proficient procurement team, quality remains at the forefront of Innovar Ag’s offerings.

Expanding Horizons

With an ambitious goal to mark its presence in 70 countries by 2025, from the current reach across 35 countries, Innovar Ag’s global footprint is set for significant growth.

Complementing its product diversification, it is heavily investing in infrastructure. Its manufacturing plant is undergoing major expansion, with upgrades scheduled to be completed by the end of 2024. This allows Innovar Ag to have an even higher production capacity, matching its product expansion plans.

The company is simultaneously seeking global consultants and independent contractors to boost its sales team, ensuring it remains equipped to serve new territories.

With its forward-thinking approach, Innovar Ag is not just addressing, immediate challenges but laying the groundwork for a more productive and environmentally friendly future. Through its commitment to quality, innovation and customercentric solutions, it transcends the norm, charting a new course for sustainable and efficient farming.

As Innovar Ag expands its horizons, it carries a mission to redefine the symbiotic relationship between agriculture and the environment, all while empowering farmers worldwide.

Innovar Ag is not just about products; it’s about a promise of a greener, more abundant tomorrow for all