As biological products gain traction across production agriculture, ag retailers face a familiar challenge: separating real agronomic value from marketing claims. Growers are increasingly interested in biological tools, but they still expect products to deliver measurable results and fit within practical crop management programs.
That shift is pushing retailers to look deeper than product labels and performance claims. Success with biologicals depends on understanding mode of action, matching products to field conditions, and helping growers manage soil biology as part of a complete fertility strategy.
Credibility Starts with Science
For retailers evaluating biological products, credibility remains the foundation.
“If it meets a need that our growers have, we’ll evaluate the product,” says Mike Molnar, director of agronomy at Luckey Farmers, Inc. “Most of the products on the market today do have merit. If you put the right product in the right situation.”
That qualification matters. Retailers must understand not only where a biological works, but where it may not. Shelf life, storage requirements, compatibility, application timing, and environmental conditions all influence performance.
According to Jeff Vinzant, regional business manager at Norder Supply, Inc., the company behind the product is often just as important as the product itself.
“The company makes a huge difference,” he says. Before recommending biological products, his organization conducts local testing and field evaluations to understand both agronomic performance and return on investment.
Manufacturers recognize the importance of that process. Setting realistic expectations begins with clearly communicating how a product works.
“We prioritize putting the science of our product and the mode of action in front of retailers,” notes Dustin Blunier, director of agronomy at PhycoTerra®. “Explaining what the product does and what it doesn’t do helps establish credibility and proper expectations.”
As the biological market matures, retailers are increasingly looking for products backed by data, transparent research, and a clearly defined role within a cropping system.
Understanding Mode of Action
One of the biggest mistakes in biological evaluation is expecting these products to perform like conventional chemistry.
“Biologicals don’t behave like synthetic chemistries,” explains Vatren Jurin, chief technology officer at DunhamTrimmer. “You have to evaluate them properly as part of a system.”
That systems-based perspective requires retailers to understand how biological products interact with soil conditions, nutrient availability, microbial communities, weather patterns, and crop management practices.
Field conditions can alter performance significantly.
“We find a lot of times a biological product responds completely different in our eastern geography versus our western geography,” says Vinzant. “It’s very important to match the mode of action with the actual environment that it’s going in.”
For retailers, that means moving beyond yield alone when evaluating products. Root development, nutrient uptake, soil microbial activity, crop vigor, and stress response can all provide valuable indicators of whether a biological is performing as intended.
Understanding those relationships helps retailers place products more effectively and build confidence with growers.
Feeding the Microbiome
One of the most significant developments in the biological space is the growing focus on supporting native microbial populations rather than simply introducing new microbes into the soil.
“We’ve kind of struggled with the bugs-in-a-jug theme,” notes Vinzant. “When there are billions of microbes already in the soil, can we stimulate the microbes that are already there and utilize the native microbes to enhance our soil?”
The concept reflects a broader understanding of soil biology. Healthy soils already contain vast populations of microorganisms involved in nutrient cycling, organic matter decomposition, and plant-microbe interactions. Products that support those existing populations can help improve biological activity without requiring growers to fundamentally change their management systems.
According to Jurin, microbial nutrition may eventually become a standard component of agronomic programs.
“Adding a food source is as essential as adding NPK or a micronutrient,” he emphasizes. “It helps keep the system moving forward.”
This approach does not replace traditional fertility programs. Instead, it complements them by helping improve nutrient efficiency and supporting the biological processes that contribute to crop productivity.
For retailers, that creates opportunities to have more sophisticated conversations about soil function, nutrient management, and long-term productivity.
Expanding the Advisor Role
As biological programs become more complex, retailers are positioned to provide value beyond product recommendations.
Growers increasingly need guidance on soil testing, data interpretation, product placement, and management decisions that influence biological performance.
“We provide the best value to our grower by identifying the best situation to put that product in for it to work,” says Molnar.
That advisory role is becoming more important as new tools generate larger amounts of agronomic data. Advanced soil health testing, including measurements of biological activity and nutrient cycling, can provide important insights, but interpreting those results requires expertise.
Technology is helping retailers manage that complexity. Data analytics and artificial intelligence tools can identify patterns and opportunities that may otherwise go unnoticed. At the same time, technology remains only as valuable as the agronomic knowledge behind it.
“AI is going to amplify everything,” explains Blunier. “If we’re not careful, we can amplify incorrect information just as much as correct information.”
The ability to combine data with sound agronomic judgment will become a key differentiator for retailers in the years ahead.
Building the Next Generation of Crop Input Programs
Biological products continue to earn a place in mainstream crop production, but their value depends on proper integration into the overall agronomic system.
For ag retailers, success comes from understanding the science, evaluating products locally, and helping growers identify where biological tools can contribute to measurable outcomes.
“The grower needs this trusted advisor,” says Jurin. “Agronomic systems are going to get more complex as the demands for yield and environmental management grow.”
As those demands increase, retailers who can connect soil biology, fertility management, crop performance, and data-driven decision-making will be positioned to deliver greater value. The future is less about selling a biological product and more about helping growers understand how every part of the system works together.
If you missed the live broadcast of this webinar, “Beyond Biologicals: Building the Next Generation of Crop Input Programs” you can view the archived version online here or visit CropLife.com/webinars and check it out today.
