Laeveld Agrochem

PROTECTING PLANTS FOR THE

Corné Liebenberg

PEOPLE

I have always been interested in the agricultural sector. Since I was only a few years old, my father was involved with Bayer Agrochem, (now Bayer Crop Science), and I grew up on an apple farm where I could watch him work and join him on many trips. Whether that was scouting for insects and fungus, or solving the problems with chemicals in order to enhance yields, I would actively participate in the work throughout my childhood.”

It was this early introduction into the sector that shaped Corné Liebenberg’s career path into adulthood as the co-founder and CMO of LAC Agrochem (LAC). Based in Pretoria, the capital of South Africa, LAC specialises in crop optimisation and precision farming offering innovative solutions to the agricultural sector. Since 1991, the company has focused on long-term partnerships and investments in its customers’ operations, playing a vital role in the overall food security chain in the Southern African region.

“LAC was started by my father 30 years ago, initially backed by his 20 years of experience in the agrocrop field, and I assisted him from day one,” Liebenberg reflects. “Our product range are crop protection nutritional products like foliars and We take a look at Laeveld Agrochem and speak to co-founder and CMO Corné Liebenberg about the company’s facilitation, drive and mission to better Southern Africa through agricultural crop yield solutions

Writer: Marcus Kääpä Project Manager: Kyle Livingstone

PEOPLE

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fertilisers, precision farming services, and we even sell seed and feed. On top of this, we provide our customers many agricultural services such as soil and leaf analysis, the world’s first carbohydrate tests from Agri Technovation, and even mentorship to farm workers.

“We provide these products and services to 8,000 customers, around 4,000 of which are active customers frequently investing in what we have to offer. But we don’t just sell to our customers, we help them with the complete farming process to increase yields and profits. The product we sell is merely a means to an end, you might probably be able to buy it online in future, however the turnkey solutions and services we provide are priceless.”

GIVING BACK

For LAC, customers are more than just that. LAC’s sales agents, all present franchisees, often accompanied by its highly trained and skilled technical experts, visit the customers regularly. This involves scouting the orchards or fields, taking soil and leaf samples, giving recommendations and spray programmes, and assisting them from everything they need from pre plant to which strategy to follow depending on the demand from the country they target if it is an export crop.

“I think that this depth of service and individual care is what really sets us apart in the Southern African agricultural space,” Liebenberg tells us proudly. “We have a substantial collective amount of experience as we have been established in the sector for 30 years, and our large range of offerings helps cater to different individual needs and market demands, especially as these are supported by our technical teams of expert business development managers, but I truly believe that it is this customer support that makes us the best choice in South Africa. Our slogan includes the word ‘together’, and I think that after three decades we have proven exactly that; we celebrate victories and successes together, but we also stand together in the face of challenges and times of need. We are proudly South African and here to stay.

“LAC is very involved with the community as a whole. Helping and mentoring small-scale farmers with skills, knowledge, financial advice, agricultural development and their overall yield, income and potential, has allowed us to build trust with the community over decades. At the end of the day, we are all part of the same community. We really want to make a difference in people’s lives, and we truly believe that the only way to get South Africa back as a world leader is to assist the millions of unemployed to become successful small-scale

A FAMILY BUSINESS STARTED IN 1991

The company was established in 1991 by Nick Liebenberg and Corné Liebenberg; and this year celebrates 30 years in the agricultural industry. From a humble beginning as a family business, LAC has shown 30 consecutive years of growth, even surviving some of the worst droughts recorded in South African history. This father-and-son team is still actively involved in every part of the business, following and promoting the same old family values that they became known for over the years. Despite the company’s successful expansion and corporate growth, family remains at the core; recently two grandsons joined the business, and LAC continues to treat employees and customers as part of this family network as well.

LAC started its business in the north-eastern part of South Africa, hence the reference to the LAC region in its name. Strategic partnerships and collaborations enabled the company to expand rapidly and sustainably to other provinces in South Africa and across the country’s borders, with currently over 130 established franchises, working from 75 branches. Many of the LAC franchises are also owned by father-and-son teams.

From left to right: Dr. Theo de Jager, Ian Cameron and Corné Liebenberg beside a truck load full of GENESIS meals to feed 100,000 people for a month

Miller Chemical & Fertilizer, LLC (based in the USA) has been a leader and innovator of specialty agricultural products for more than 80 years. Miller is committed in responding to a global agricultural market that demands safe, efficient and sustainable performance solutions to improve crop production and quality. Being part of the J.M. Huber Corporation, sustainability is a key focus for Miller, since it’s also a Huber Business Practice Principle together with environmental, health, safety, excellence, ethical behavior and respect for people.

These principles contributed to the J.M. Huber Corporation being recognized as a 2021 US Best Managed Company sponsored by Deloitte Private and The Wall Street Journal. Core Miller focus areas include specialty adjuvants, plant nutrition, plant growth regulators, abiotic stress and organic compliant inputs. Product offerings are science and data driven, supported by years of university, private institute, consultant and infield development work. Miller has customers in more than 70 countries, of which 13 are in Africa, and believes in fostering strong relationships with distributors and growers. Specific crop production needs are supported through globally appointed Miller representatives (certified agronomists, horticulturists and crop advisors) working closely with distributors and growers.

In South Africa, Miller products have been available since 1972. In 1984, Hygrotech South Africa (Pty) Ltd became the exclusive importer and principal supplier of Miller products to Croplife SA registered distributors. One such distributor proudly supplied to is Laeveld Agrochem, who is celebrating its 30th Year Anniversary in 2021 – congratulations! Besides convenient national product availability to distributors, Hygrotech also appoints Technical Advisors in key agricultural regions to provide technical support to distributors and growers. This hands-on approach of product stewardship is one of the core values and practices that Hygrotech and Miller share.

Together with Good Agricultural Practices, Miller adjuvants support sustainable crop production by: reducing volatility and/or drift of agricultural sprays; improving deposition on the intended target; reducing wash-off of applied spray from the intended target; reducing leaching and improving uptake of systemic products.

Top Miller adjuvants include Nu-Film® P, Nu-Film® 17, Sustain®, Entrée® and Miller Mist Control®. For further information on Hygrotech and Miller and the various products on offer in the various African countries, please visit the individual company websites: www.hygrotech.co.za or www.millerchemical.com

www.hygrotech.co.za | www.millerchemical.com

farmers, thereby providing food for their families, hopefully also earning an income, and regaining self-respect as the provider for the family.”

The company’s integrated care for its customers is embodied and made apparent by LAC’s company slogan: ‘Together we strive ahead’.

LAC gives back through working hard in the support and engagement with people in the community. The company sponsors a variety of projects and community culture events, while also supporting aid projects such as feeding schemes, fundraisers, fire aid to farmers and helping those in need.

ADVANCED AGRICULTURE

LAC operates in a critically important sector within Africa. South Africa is seen as the ‘breadbasket’ of the continent; an enduring comment on the vast and successful nature of its

AFRICA OUTLOOK: HOW DID COVID-19 IMPACT THE

COMPANY?

Corné Liebenberg, founder and CMO: “When it came to COVID-19, the pandemic didn’t impact us negatively at all, but it rather excelled our business. “People have become a lot more health conscious, so they are less focused on fast food but more on nutrition. For example, the demand for Vitamin C-high foods shot through the roof during this period. “On top of this, consumers are very cautious when it comes to the use of pesticides, and therefore we also sell a lot of organic and biological products. The end users want to know what produce is sprayed with what chemicals, and we are a very transparent company; we supply a lot of information so that people can literally trace fruit to the orchard it came from, right down to the individual tree, and confirm which chemicals were sprayed there. “Back to COVID-19, obviously, as with any sector, there were small changes that occurred, such as cross-border rules, but largely it didn’t affect us badly. In general, during this time the agriculture sector did very well across the continent. Most farmers achieved great yields over the past two years, and with COVID-19’s high demand for goods, such as maize for example, the prices have stayed high even though supply increased. Enhanced yields, high demand and high prices are consequently giving farmers a greater income, which is, at the end of the day, LAC’s aim.”

Laeveld Agrochem and AgriTechnovation showcasing the MyFarmWeb platform at the Techno exhibition

Syngenta A Good Growth Plan for Africa – a sustainable reset of agriculture

As Syngenta South Africa, we are privileged to be in Africa - the continent that holds the key to global food security.

With more than 60 percent of the world’s arable land, Africa has the potential to help produce the additional 50 percent food needed globally in 2050. Yet, currently it produces only 13 percent of its own food needs and is home to more than half of the world’s population facing food insecurity.

Therefore, it is crucial for a sustainable reset of agriculture in Africa to eradicate hunger which can be achieved by helping farmers to increase productivity and fight climate change, enabling access to finance and encouraging free and fair market and trade opportunities.

Producing more, sustainably

Syngenta equips farmers with the necessary inputs, innovation and training to help them produce more, sustainably. In Africa, Syngenta has trained over 500,000 farmers on health and safety and good practices so that agriculture and biodiversity flourish together.

“Our specific focus is on training farmworkers to use our products safely. We do this through hands-on training events on farms, distribution of information through our agents and the publication of training material and educational articles,” says Antonie Delport, managing director for Syngenta South Africa.

We will continue working with farmers and its partners to achieve the sustainable reset of agriculture that Africa needs to feed itself more sustainably.

www.syngenta.co.za

agricultural industry, but it is also a hub of Southern African development in the sector.

“What we test, trial and achieve here is rolled out across the rest of the continent,” Liebenberg explains. “There are more than 3,500 South African farmers outside the country, so it’s important for us to assist them as that’s how we spread the knowledge, training expertise and the know-how to the rest of continent.”

When it comes to support from partners in the technical sphere, Agri Technovation works exclusively with LAC to render specialised services within the agricultural sector, utilising technical support teams in the process. The team includes qualified professionals with experience in agronomy, horticulture, soil science, geographic information systems, chemistry, and process and production engineering. Commercial growers are advised and supported by specialists who are also intimately involved in product and service development and research, to ensure a specialised offering yet yielding practical, sustainable and financial results on the farm. Numerous commercial African farmers utilise the specialised services of Agri Technovation to determine the soil potential before the expensive development of establishing new orchards or crops begins.

“Through specialised services such as these we can make use of accurate and scientific measures,” Liebenberg tells us. “Effectively, anything that moves we can measure. For example, we can measure the growth size and speed of an orange and even track it back to the tree from which it was picked. We measure the moisture of the soil, dam and diesel tank levels, sugar contents of the fruit; literally anything that changes can be measured, and all this data is conveniently captured and displayed on a platform called MYFARMWEB™.”

Enviro Bio-Chem (Pty) Ltd is a privately owned agrochemical company, proudly rooted on African soil.

Specialising in agricultural remedies, Enviro Bio-Chem has been supplying the African continent with agro-chemicals since 1986 and are renowned for the reliable supply of high-quality products. The company consists of a professional, multidisciplinary team with the technical expertise to provide support and training. Motivated to continually improve its competitive edge through expanding its product offering, Enviro Bio-Chem is becoming the market leader in its field. Furthermore, by setting new standards through innovation, Enviro Bio-Chem maintains its high-profile presence in the industry. Well known for its effective range of herbicides, pesticides, plant growth regulators, and environmental management products, Enviro Bio-Chem stands ready to offer all agricultural and industrial remedial solutions.

Koppert South Africa

Koppert South Africa is a leading biological control company using solutions from nature itself!

Together with growers and in partnership with nature, we work to make agriculture and horticulture healthier, safer, more productive and resilient. This is achieved by using natural enemies and micro-organisms to combat pests and plant diseases, and bio stimulants that support and strengthen the crops both above and underground.

Our years of experience has proved that this approach makes farming operations more profitable and sustainable.

Continued product development has led to solutions from Africa for Africa.

www.koppert.co.za

Alongside Agri Technovation, LAC makes use of technology and innovation that is considered the formula for the future, and the fact that this technology and solutions are in high demand all over the world testifies to that.

GENESIS PROJECT

Founded in 2013 in South Africa, the GENESIS brand was born out of its desire to provide a nutritious, healthy instant meal to workers in various industries.

In order to be successful, GENESIS had to be formulated to be instant, great tasting, immune supporting, nutritionally balanced and “complete”, and able to be simply mixed with cold water. Its unique powder formulation was essential for it to be easy to transport and store.

“At LAC we look at the whole process of farming,” Liebenberg says. “This includes individual farmers’ health and wellbeing, and so we work with the GENESIS Project as an initiative to give farm workers nutritious meals that support them during their work, which is mostly very labour intensive.”

LAC PRODUCTS AND MISSION

In today’s competitive and unpredictable agricultural industry, progress is synonymous with good decision-making. LAC sets great store by the attentive way in which it makes the largest variety of top-quality crop protection products across an extended range of categories available to its customers, including: • Adjuvants • Biological products • Fungicides • Herbicides and insecticides • Soil-enrichment products • Animal health • Seeds and feed • Precision services • Fertiliser and foliars

The LAC mission:

• Support agriculture in

Southern Africa by enabling optimised food supply and security. • To be the customer’s preferred partner and supplier of valueadded (crop-enhancing) services, crop optimisation, plant, nutrition and health products. • Use smart innovations with modern technology that contributes to the sustainability of agricultural production. • Comply and conduct business in an honest way, with integrity and in a responsible manner, adhering to CropLife principles with due regard to the environment. • The customer’s best interests come first.

The new Laeveld Agrochem warehouse in Hoedspruit, South Africa

GENESIS is a range of functional food and drink products that are scientifically formulated specifically for people working or living in extreme conditions and who therefore have above-average nutritional requirements. All GENESIS products are formulated with a unique patented and clinically tested functional ingredient, called Sel-Plex and Biomass.

INDIVIDUAL FOCUS

Aligned with LAC’ s prioritisation of community, the company is placing a lot of time, money and energy into helping the small-scale farmers.

“These farmers just simply don’t have the critical mass compared to those large-scale commercial farmers, and we are now providing those of smaller scale with huge initiatives,” Liebenberg elaborates. “South Africa has millions of hectares of unused government land, such as areas that used to be mining land, schools, prisons, hospitals and more, that we can use to train up these farmers, mentor them, supply them with small packs of seed, smaller packages of crop protection products and fertilisers which are more affordable to buy, arrange financial assistance, and monitor what they are doing year on year because we want them to be successful. The investors into these initiatives appreciate our mentorship and the transparency of the complete process, as they want to see when and what was applied, all the way to what crop was harvested and the yield, to even what market it was supplied to.

“This should change the entire face of farming in South Africa, change the country for the better, and when South Africa prospers its neighbouring countries will too, and ultimately the rest of the continent.”

This project is aimed to help the small-scale famer firstly generate enough food for his own families’ needs, by giving them the GENESIS meals and seed packets to grow vegetables. Thereafter LAC teaches them to earn a better income effectively and for the long-term, by for example planting the very highincome generating crop saffron. This allows their families and the wider community to grow and thrive.

“This also eases the pressure on the national government and the taxpayers as the monthly grants paid to the unemployed total billions of rands, so the more people become self-sufficient and contribute to the economy, the better for the country as a whole.”

Tel: + 27 12 940 4398 info@laeveld.co.za www.laeveld.co.za

The new Laeveld Agrochem warehouse in Hoedspruit, South Africa