WestLink Ag’s Jeff Pritchard on Fertilizer Disruption and Market Shifts

Ag retailers are facing a perfect storm of volatility — from geopolitical disruptions impacting fertilizer supply to regulatory uncertainty in crop protection. During a recent appearance on Retail Week, Jeff Pritchard, CEO of WestLink Ag, outlined how independent retailers are responding and where the industry may be headed next.

Founded in 2000 as a fertilizer buying group, WestLink Ag has grown into a nationwide network of approximately 50 independent ag retailers. The organization provides members with purchasing power, market intelligence, and operational support across fertilizer, seed, crop protection, logistics, and insurance.

“We started as a way for independent retailers to band together and secure better pricing and availability on fertilizer,” Pritchard explained. “Today, we’ve expanded well beyond that to help our members stay competitive in a rapidly changing market.”

Fertilizer Volatility Becomes the New Normal

While the ongoing Iranian conflict and instability in the Strait of Hormuz have captured headlines, Pritchard emphasized that fertilizer market volatility is not new.

“It’s probably been since 2021 that we’ve seen escalating fertilizer prices,” he said. “The Iranian situation is just the latest factor, and it’s impacting urea more directly than other nutrients. But across the board — sulfur, ammonia, natural gas — we’ve seen significant cost pressure.”

What’s particularly frustrating for retailers, he noted, is how quickly global events can influence domestic pricing.

“It’s frustrating to see product already in the U.S. supply chain jump $100 to $120 per ton because of something happening halfway around the world,” Pritchard said. “That disconnect is hard to manage from a retail perspective.”

Strategic Shifts and Alternative Solutions

In response, retailers are not standing still. Pritchard said WestLink Ag is actively pursuing a wide range of strategic initiatives to help members adapt.

“We’ve identified about 20 different initiatives aimed at changing the playing field,” he said. “That includes alternatives to traditional fertilizers, increased focus on biologicals, and improving how and when products are applied.”

Application timing is one area seeing renewed scrutiny.

“Do we really need to apply everything in the fall if we’re losing a significant portion before planting?” he asked. “Moving applications closer to planting or improving stabilization could increase efficiency and reduce waste.”

Technology is also playing a growing role. Advances in artificial intelligence and data analytics are helping retailers and growers make more informed decisions about inputs and application strategies.

“With technology advancing the way it is, there’s real potential to improve efficiency and identify viable alternatives,” Pritchard said.

Farmers Adjust to Economic Pressure

As input costs remain elevated, growers are making noticeable changes in how they manage their operations.

“We’re already seeing demand destruction,” Pritchard noted. “One of our larger members applied fertilizer across the same acreage as previous years, but total volume was down 40%.”

That shift reflects a broader trend toward precision and prioritization.

“Farmers are focusing more on their most productive ground and rethinking yield goals,” he said. “It’s going to make for a smarter, more strategic end user.”

At the same time, profitability challenges are intensifying.

“I saw an estimate that it costs between $5.20 and $5.80 per bushel to grow corn, while the market price is closer to $4.50,” Pritchard said. “Farmers can’t control price—they can only control yield and input costs. So adaptation is critical.”

Will Supply Chains Fundamentally Change?

Despite the turbulence, Pritchard does not expect major structural changes on the supply side of the fertilizer industry.

“Fertilizer has high barriers to entry, and supply is concentrated among established players,” he said. “I don’t see that changing dramatically.”

However, he does anticipate continued evolution at the farm level.

“I think we’ll see meaningful adjustments in how inputs are used and how decisions are made,” Pritchard said. “That’s where the real change will happen.”

EPA Cuts Raise Industry Concerns

Beyond fertilizer, regulatory developments are adding another layer of uncertainty. Proposed cuts of up to 54% to the U.S. Environmental Protection Agency’s budget could have far-reaching implications.

“I don’t know that we’re going to see a lot of new products coming through the pipeline if those cuts happen,” Pritchard said. “But more concerning is how the agency manages its existing responsibilities.”

He pointed to increasingly complex label requirements tied to the Endangered Species Act as an example.

“That’s going to take a lot of work to implement,” he said. “If you’re cutting staff and resources, how do you handle both new product approvals and ongoing regulatory initiatives? It’s hard to see how that works.”

Biologicals Poised for Growth — With Caveats

One potential outcome of regulatory bottlenecks is increased adoption of biological products, which typically face fewer barriers to market entry.

“That door absolutely opens wider,” Pritchard said. “Biologicals can get to market faster, and we’re already investing heavily in that space.”

However, he cautioned that the sector still faces credibility challenges.

“I’ve probably reviewed over 100 biological products in the past decade,” he said. “A lot of them look great on a PowerPoint, but retailers need to see real-world performance.”

Greater oversight and validation could help build confidence.

“If there were more structure around testing and verification, it would go a long way in helping retailers trust these products,” Pritchard said.

Looking Ahead

As ag retailers navigate a complex mix of global, economic, and regulatory pressures, adaptability remains the defining trait for success.

“Tough times make for tough people,” Pritchard said. “Farmers and retailers will find a way to adjust. They always do.”

For more insights from Jeff Pritchard on fertilizer trends, biologicals, and the future of ag retail, watch the full episode of Retail Week.