An Inside Look At The Explosive Growth Of ESN
July 6, 2016 
Attendees at a recent field tour learned more about ESN from Agrium representatives.
Even though we are in the middle of the summer season, many ag retailers and their grower-customers are undoubtedly focusing on the fall. Along with the harvest season, folks will be considering their fall fertility options, which are likely to include Environmentally Smart Nitrogen (ESN) from Agrium in more than a few cases.
With this in mind, CropLife® magazine recently had the chance to discuss ESN and its marketplace development with Todd Latimer, Ag Specialties Marketing Manager for Agrium.
CropLife: Give me some of the background on how Agrium developed ESN? How has the brand grown over the years?
Todd Latimer: ESN was developed for broad acre use to provide growers with a product that enhances nitrogen use efficiency, improves crop yield and quality, provides flexible application options, and is also environmentally responsible. The brand has grown over the past decade, especially in Western Canada and the Western and Eastern Corn belt regions of the U.S. where ESN has been available since the early 2000s. It has become one of the few Enhanced Efficiency Fertilizers (EEFs) in the industry that is recognized by brand name.
Popularity has grown in the U.S. since 2010 when our New Madrid, MO, production facility was opened and demand continues to grow as ESN expands further into new markets in the U.S. each year.
CL: Of all the changes that have taken place to the fertilizer industry in the past two years, which has been most significant and why?
TL: As it pertains to ESN and EEFs, there has been a lot more focus on nutrient loss and protecting the environment. EEFs, and ESN in particular, have been increasing in popularity as valuable tools to combat nutrient loss and as a result improve nutrient stewardship.
CL: What is the biggest challenge facing organizations such as Agrium and its ESN brand today and how is the company addressing this issue?
TL: The biggest challenge we face today is increasing awareness and educating growers and retailers about the value that ESN can bring to their business. We are addressing this challenge by having a devoted team of marketing representatives in North America solely dedicated to educating growers and retailers about ESN and how it can deliver a significant return on investment through increased nitrogen efficiency.
CL: Moving forward, what is the biggest market opportunity for Agrium and ESN? Why is this the case?
TL: The biggest market opportunity for ESN going forward is to penetrate the number of acres in North America that currently do not protect their nitrogen from loss via volatization, denitrification, and leaching. There is great opportunity for ESN to improve nitrogen use efficiency on millions of untreated acres that are currently exposed to variable nitrogen performance due to changing weather. Predictions are for weather patterns to become more variable, which leads to more risk of nitrogen loss, and ESN can help growers and retailers protect their investment in these conditions.
For more information on ESN, visit www.smartnitrogen.com.
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