The Value of WinField United’s BioVerified Designation
September 15, 2025 Biological crop inputs share a long history, some of it not particularly positive. The phrase “snake oil” continues to cross the mind of many growers when they’re offered new products.
Biological product providers heard that concern and in an effort to improve the category’s image now share the science behind those products. For example, WinField United developed the BioVerified designation, a verification process designed to support the claims of new products and give end users a level of comfort when deciding whether they can trust a product will deliver on promises.
WinField United recently added four new biological products that have earned the designation. CropLife Media Group spoke with Jeff Carr, Strategic Marketing Manager for Biologicals, WinField United, to learn more about the BioVerified designation.
CropLife Media Group: Why did WinField United develop this designation process?
Jeff Carr: WinField United BioVerified was developed to help sort through a confusing market and narrow the focus to a limited number of products that Winfield United has screened to give retailers and growers confidence in selecting products to solve agronomic problems.
CMG: How long does it take to review a given product?
JC: The review process is very product dependent. The time frame depends on quality and amount of data available or if internal Winfield United validation is warranted.
CMG: Does Winfield United review non-WinField products (and if so, why promote the competition)?
JC: Winfield United reviews vended products that we feel have a place in our portfolio that brings value to our member owners and growers. This may include products that are vended through other suppliers or exclusive to Winfield United. We want to be transparent to our customer base and bring them the very best-in-class products regardless of who the manufacturer may be.
CMG: What kind of feedback have you received from customers?
JC: Retailers have embraced the program and made it a part of their strategy to recommend products to their growers.
CMG: Is there a cost to get evaluated by the process?
JC: There is no fee to get a product evaluated. We want this to be a non-biased designation to make sure there is confidence in the list.
The four most recent products to make the list can be found here. To learn more about the WinField United BioVerified designation and/or see the full list of products, visit here or contact your local WinField United retailer.
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