How Huma Is Driving ROI with Micronutrient Technologies
September 11, 2025 When it comes to farming, there are many ways the profit margin gets squeezed. Fortunately, retailers have a number of ways to combat those challenges with micronutrients one particularly solution. CropLife interviewed Fred Nichols, Huma Chief Sales & Marketing Officer, to learn how the company views micronutrients.
Fred Nichols, Chief Sales and Marketing Officer, Huma
CropLife: What were your expectations for micronutrients in 2025 and were they met?
Fred Nichols: The “just in time” mentality has caused a recent shift in both application timing and purchase decisions. We expected this trend to continue. We experienced one of our largest Q2s in history, culminating in a record June.
CL: What factors influenced how the micronutrient segment faired this year?
FN: Timing can be critical when applying any nutrient, especially micronutrients. Weather was certainly the driving factor in many areas. Excessive rains disrupted many planned timings, causing either delays or, in some cases, eliminating applications altogether. We did see instances where drones were used to apply products.
CL: How has the role of micronutrients changed over the past couple of years?
FN: Savvy growers know how to build crops. The savviest build their crops like a custom home builder. They want to stimulate and optimize specific growth and hormonal functions throughout the growth cycle. They apply the right nutrients at the right time, often in a tank mix with other products. This involves applying a product just before the crop needs it, so plant growth and functions can be optimized. Cobalt is a great example. Cobalt blocks ethylene and allows soybeans to produce more N in nodules. So applying 1 qt of cobalt as a starter fertilizer can play a major role in plant development.
CL: How has science/technology behind micronutrients changed over the past several years?
FN: Delivering foliar micronutrients has long been a challenge. That’s where our Micro Carbon Technology (MCT) shines, delivering nutrients in the plant sap within one hour of application. Typically, if you can get over 100 ppm of boron, say, delivered to watermelons, you’re doing something. With cotton, many low pH soils in the South won’t let boron in. With MCT, we’ve been able to deliver the right rates of boron consistently in these situations.
CL: Has artificial intelligence had an influence on the micronutrient segment, and if so, how?
FN: Predictive modeling is the new frontier. Yet the more sophisticated we become, the more we rely on the tried and true 4 Rs: right source, right rate, right time and right place. The 4 Rs are more critical than ever. We like to add a fifth R: right carbon source. When applied to the soil or leaves, micronutrients utilizing a carbon carrier are absorbed quickly and thoroughly.
CL: What trends are currently driving the micronutrients marketplace?
FN: There’s so much on-farm data being collected these days; the trick is to make it actionable. We’ve been working with retail partners to develop special crop- and geo-specific blends. One of our innovative partners pulled tissue analysis data for specific crops within a localized area and worked with us to develop a blend that addresses common deficiencies. This provides their growers with a more customized approach.
CL: What are the biggest challenges to growing the micronutrient market?
FN: Micronutrient deficiencies are still far too common, as are untreated acres. Setting growers up for success is key. Our Max Pak product is a comprehensive blend of micronutrients – delivered by Micro Carbon Technology – that’s a fail-safe. Applying this package at planting, often in-furrow, is an excellent, cost-effective safeguard. Then we encourage them to take tissue samples. Once growers start seeing results, then we can help refine programs.
CL: What are the biggest opportunities for the micronutrient market?
FN: We have evolved into a “just in time” application mentality, driven by optimum crop response to proper timing, AI, high interest rates and uncertainties in the market. Plus, it’s easy to forget that farmers are consumers, too. They have been spoiled by Amazon like the rest of us. They expect to access products just when they need them. This creates challenges and opportunities for the entire channel.
CL: What are your expectations for the 2026 season?
FN: Crazy weather conditions have been the story across many areas this year, with excessive rains, flooding and extreme summer heat grabbing headlines in the east, while drought has been persistent in the west. If there was ever a year to encourage soil sampling, 2026 would be it. This should open opportunities for micronutrients.
CL: What else do our readers need to know about the micronutrient market?
FN: When you apply a crop input is often more important than what you apply. Timing is critical when it comes to micronutrients. When growers don’t see the results they expect from a product, it’s often because the product was not applied at the right time, or it was not the right formulation. Carbon-based carriers do an excellent job of ensuring you deliver the exact rate you need, when and where you need it.
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