Putting Micronutrients on the Grower’s Radar
September 9, 2026 Despite comprising almost half of the 17 essential nutrients, micronutrients are a crop nutrition category that can be difficult to put on the map for growers preoccupied with trying to cover the cost of macronutrient (nitrogen, phosphorus, and potash) fertilizers. However, retailers can advocate for their use with customers to boost profits for both.
“When selling micronutrients, we find they have to be resold every year, very much like nitrogen stabilizers,” says Ben Hushon, a Partner at The Mill, White Hall, MD. “As soon as you stop bringing micronutrients up, the farmer stops ordering them. They always order macronutrients, but they rarely order micronutrients unless reminded.”
Retailers contacted for this story did not provide specific micronutrient sales figures for the 2026 growing season. However, Keith Martus, Vice President of Agronomy at Star of the West Milling Co., Frankenmuth, MI, indicates sales have been flat.
“Usage for micros was relatively similar in 2026 in comparison to other years, though we did see product usage reductions across all nutrients with the exception of nitrogen products,” Martus says.
Brooke Pfarr, Marketing Manager – Seed Treatments, Micronutrients and Fertilizer Additives for WinField United, says many growers they serve do keep micronutrients in mind, even if they aren’t always pulling the trigger on a purchase.
“While some growers may delay purchases or reevaluate their programs, many continue to invest in micronutrients when supported by agronomic data because addressing nutrient deficiencies remains critical to helping maximize yield potential,” Pfarr says.
Education Counts
Retailers agree that educating customers is crucial to increasing micronutrient sales, especially in a category where specific needs are so localized and can vary during the season. Understanding the synergies between specific nutrients can lead to developing mixtures where the combined formula can outsell those sold individually.
Pfarr maintains that micronutrient education and sales offer retailers a prime opportunity to connect with customers.
“While every business segment is important, micronutrients provide retailers with a way to differentiate through recommendations, local knowledge, and measurable crop performance,” she says. “As growers seek to optimize productivity on every acre, trusted nutrient recommendations will remain valuable.”
Demand for specific nutrients varies widely depending on geography, environment, seasonal variations and other factors. However, zinc, boron, and manganese were frequently cited as being in high demand due to widespread deficiencies of these elements being documented in tissue sampling.
The experts consulted for this article agree that micronutrients are a potential growth category for ag retailers going forward, particularly if they continue to educate and build relationships with customers. The Mill’s Hushon emphasizes building relationships with growers that are mutually beneficial.
“We don’t look at micros as a profit center to drive sales, we look at it as a product that farmers need to use to continue to drive successful yields,” he says. “One thing I have always seen is when farmers make money, retailers make money.”
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