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Aug. 11, 2025 By Renee Targos, AgriBusiness Global
Bachem discussed mistakes that some of the major conventional crop protection companies make when they acquire a biological product or company and try to bring it to market without adapting their strategy. Here are the top three pitfalls to be aware of when adding a biological product to your portfolio. 1. Not having an in-depth understanding of how the technology brings value to the grower. "Companies often make two mistakes in this area," says Bachem. "They test biocontrol products under very high disease or pest pressure, often with highly susceptible varieties, and conclude it does not work. This is an approach that in no way represents how the product would work on a farm. Or they do almost the opposite, and launch a product with far too few trials and fail to understand why the performance does not meet farmer's expectations." 2. Working with the wrong distribution partners "There are ag retailers that work with biological companies and do a great job, but many don't have the time or the resources to give biological products the kind of stewardship they require to achieve their performance potential on farm," says Bachem. "Sales targets are not met, because markets are more fragmented and require greater knowledge. "Biologicals are successful when positioned as part of a wholistic program, not as a plug-and-play substitute for conventional products. A specialist distribution company can be great alternative. There are many in Europe and we see biological companies are investing in distribution because they understand that many ag retailers struggle to fit biologicals successfully into their portfolios." 3. Acquiring a biological company that doesn't fit within your culture. "You have to be careful how you bring a biological start up into your company. Many crop protection companies try to fully integrate the biological startup," says Bachem. "The problem is the people who originally developed the biological startup will leave, and you are left with a product that your company doesn't understand, in a process that does not fit." To read the entire article click here. Tweet |
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