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Aug. 14, 2026 by Margy Eckelkamp, The Scoop magazine Earlier in August, our reporting confirmed two significant shifts in the ag inputs wholesale and retail business. Beginning in 2027, Simplot will no longer distribute or sell Bayer-branded seed -- including DeKalb, Asgrow and Deltapine -- or Bayer-branded crop protection products. Then, in 2028, WinField United will no longer distribute and sell Bayer-branded seed through its retail network. The decisions are not simply about one supplier and two wholesale or retail partners. They reflect a changing value proposition in the ag input channel -- one shaped by consolidation, proprietary brands, technology licensing, farmer buying behavior and the long-term evolution of wholesale distribution. Here are six trends helping drive the changes. 1. Wholesale Distribution Is Evolving The ag input wholesale business has been changing for years, but the pace and timing of those changes were affected by the COVID-19 pandemic and the supply chain disruptions that followed. Industry consultant Brad Oelmann says some of the strategic decisions now surfacing may have happened sooner if companies had not been focused on product availability, logistics and supply assurance during the pandemic era. 2. The Seed Business Has Already Been Reshaping The Bayer decisions also fit into a larger trend in seed: fewer brands, clearer positioning and more disciplined go-to-market strategies. Bayer previously announced changes to its Channel seed brand model, combining 10 regional brands as part of an effort to simplify and focus its seed business. 3. Farmer Consolidation Is Changing Channel Strategy Farm consolidation is another major factor. As farms get larger, the number of decision-makers in many local markets continues to decline. That changes the math for suppliers. 4. Technology Licensing Keeps Genetics and Traits in the Market Although Bayer-branded seed will be leaving certain distribution arrangements, Bayer traits and genetics will continue to be available through other seed brands tied to those businesses. For Simplot, that includes Innvictis. For WinField United, that includes Croplan. 5. Private Label and White Label Inputs Are Rising Retailers and wholesalers are investing more in their own proprietary or private-label lines of crop inputs. That includes seed, biologicals, adjuvants, nutritionals and post-patent crop protection chemistries. As more active ingredients come off patent and more generic or alternative supply options enter the market, retailers have more ability to build branded portfolios of their own. 6. The "Hole" Left Behind May Be Smaller Than It Looks A natural question follows these announcements: How big of a hole is left when a major branded supplier exits a wholesale or retail distribution relationship? The answer depends on the product category. For retailers that sell fertilizer, crop protection and seed, the seed business can be difficult to manage profitably. To read the entire article click here. Tweet |
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