Closing the Biological Gap: What Ag Retailers Need to Know
Biological products are transforming modern agriculture, offering growers sustainable alternatives to chemical inputs. Yet adoption remains uneven, leaving many retailers asking: how do we help our customers realize the full potential of these tools? Insights from a recent webinar by CropLife’s sister brand AgriBusiness Global, Minding the Biological Gap, provide valuable guidance for retailers seeking to stay ahead in this rapidly evolving market.
The conversation highlighted a problem-solution dynamic: adoption challenges are not a failure of the products themselves, but of the systems, expectations, and support networks surrounding them. For retailers, understanding these dynamics is key to helping growers integrate biologicals effectively.
The Adoption Problem: Why Biologicals Don’t Always Stick
Retailers hear it from growers daily: results with biologicals can be inconsistent. Unlike chemical products, biologicals are living organisms, and performance depends heavily on environmental conditions, soil microbiomes, and crop stress factors.
“You might have a product that performs incredibly well during drought stress, but it shows very little effect in cool, wet conditions,” said Dr. Nathan Kleczewski, Technical Product Lead for Biologicals at Syngenta. “That’s not product failure — it’s just biology.”
- Watch: Minding the Biological Gap
Knowledge gaps add another layer of complexity. Growers and farm consultants often lack training on biological modes of action, formulation science, and integration with conventional programs. This can make retailers’ sales conversations more challenging.
“We need to deliver more technical information — not just on the active ingredients, but on compatibility, formulation, and how biologicals fit into growers’ normal programs,” said Dr. Sara Monteiro, Head of Global R&D Biocontrol and Adjuvants at Rovensa Next.
Operational and logistical hurdles also complicate adoption. Biologicals may have shorter shelf lives, batch variability, and supply chain needs that differ from conventional products. Dr. Willian Batista Silva of Rainbow Bio explained, “Consistency is a big question for growers. Stable, compatible formulations that fit seamlessly into existing practices increase confidence.”
Finally, expectations often misalign with reality. Many biologicals are positioned as premium, technical tools requiring education and demonstration, which may differ from growers’ chemical-centric experiences. “Biologicals have a different go-to-market model, but there’s a scarcity of trained talent to explain their proper use,” said Carlos Ledó, Founder and CEO of Veganic.
The Retailer Solution: Education, Demonstration, and Integration
For retailers, the path forward is clear: become a trusted advisor and bridge the adoption gap. Trust, education, and seamless integration are the three levers that can help growers confidently adopt biologicals.
“It all comes down to these three levers,” said Dr. Brooks Coetzee, Biologicals Business Partner at Corteva. “If growers can see real results and integrate products into their operations, adoption will follow.”
Demonstration and field experience are essential. Large-scale demo plots, side-by-side trials, and clear labeling help growers see the value of biologicals under real conditions. Retailers can leverage these tools to educate and guide customers, positioning themselves as local experts.
Integration into existing crop management systems is another critical strategy. Companies like Rovensa Next are combining biostimulants, biocontrols, and fertilizers into unified programs validated through partnerships with universities and grower groups. “By integrating solutions and validating them through strong partnerships, we create programs growers can trust and adopt more easily,” Monteiro said.
Formulation usability is equally important. Products that fit existing spray schedules, tank mixes, and operational routines reduce friction for growers. “Our goal is to make biologicals easy to use without forcing growers to change how they farm,” Batista Silva said. For retailers, this makes products easier to recommend and sell.
How R&D Supports Retail Success
Retailers also benefit from understanding the R&D advances that make biologicals more predictable and reliable. Traditional discovery tools designed for chemical actives are insufficient for living products. Companies are now integrating genomics, artificial intelligence, and systems-based models to ensure consistency and field efficacy.
“Biocontrol products require a lot more technical understanding and specialized application,” Monteiro explained. Stable, high-performing formulations backed by robust field validation give retailers confidence to support growers and answer technical questions.
Corteva has invested over $1.5 billion in biological-focused acquisitions and partnerships, highlighting the industry-wide commitment to making these tools central to sustainable crop protection. “Biologicals address problems farmers face worldwide and are underutilized as tools to improve productivity, yield, and quality,” said Coetzee.
Turning Opportunity Into Action
For ag retailers, the takeaway is simple: biologicals are not just another product to stock — they are a growth opportunity. By educating customers, demonstrating real-world results, integrating products into existing programs, and staying informed on R&D innovations, retailers can guide growers through adoption and establish themselves as trusted advisors in a rapidly evolving market.
The industry’s ultimate goal is clear: provide growers with reliable, effective biological solutions that integrate seamlessly into modern cropping systems. Retailers who embrace this role will not only drive adoption but also position themselves as critical partners in sustainable agriculture’s future.
- Watch: Minding the Biological Gap
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