Editorial
Energy
A new year has begun. All the expectations and goals we set for 2025 are already rolling, moving, working to be achieved. The Spraytec family is a great network of energy, impulse and support when designing, diagramming and projecting them. We are moving towards these achievements, contributing all the necessary energy and work to make them a reality.
In this edition we are going to show you the Brazil Tour, where we were able to see part of Spraytec’s production, logistics and research. Maringá, Cascavel and COAMO were part of this tour.
In addition, Martín Díaz Zorita, in a very pleasant interview, gives us his vision of the Brazilian imprint when it comes to thinking and building their agricultural campaigns.
From Russia, the details of the sugar beet crop. A research note with many details that guide the producer in terms of costs and care when designing this crop.
In Territorial Roots, let’s get to know Fort Dodge and Webster County, located in northwest central Iowa, USA.
Partners in life, rivals in business, Luciano and Antonela met in college while studying agronomy and today, after more than a decade together, they share not only life, but also a passion for their work. In this interview, they tell us how they complement each other, the challenges of mixing love and work.
And Mariano Larrazabal with an article that is interesting for its topicality, Why create a strategy to improve your presence in social networks?
Finally, our agricultural engineer, responsible for development in Argentina, and global technical support, Agustín Bianchini, submits to the Identikit, and so we get to know more about this agronomist, Spraytec reference worldwide.
I hope it exceeds expectations!
See you next time!
Energy
By: Diego Parodi
02 04
16
Territorial Roots
Fort Dodge and Webster County
20
Identikit Trip
Agustín Bianchini
06
Sugar Beet
12
Interview with Luciano and Antonela
Partners in life, rivals in business
By: Juan Carlos Grasa
Touring Brazil
24
Interview with Martín Díaz Zorita Report Snapshots Research
General production: Horizonte A editions
“It is very inspiring to be at the genesis of Spraytec products”.
By: Juan Carlos Grasa
28
32 Editorial
Why create a strategy to improve your Social Medial Presence?
By: Mariano Larrazabal
AGUSTÍN
Identikit
1. Profession and position you occupy in the company?
Agricultural engineer. Responsible for development in Argentina, and global technical support.
2. If you had the possibility to: Go back to the past, pause the present, or travel to the future?
Travel to the future.
3. How do you imagine your life in 10 years?
Working and traveling.
4. The best reason to smile?
My family.
5. A reference in life?
Eduardo Martelloto and Fernando García.
6. If you were an animal, what would you be?
A lion.
7. An Argentine pride?
No-till farming as a sustainable production system.
8. Among the technological advances, which one has surprised you the most?
The biotechnology that allowed the development of transgenic crops.
9. If you could travel back in time, who would you like to meet?
Albert Einstein.
10. One thing everyone should have?
Enthusiasm.
11. Of the places you know, which one would you go back to?
Sydney, Australia.
If you had to organize an expedition to a desert island with Spraytec colleagues,
-Who would you take knowing that they would go through extreme situations?
Marcelo Del Barro.
- To manage supplies?
Claudio Santanna.
- To carry the stuff?
Juan Espinoza.
- To make food?
Mariano Meineri.
-For fun times?
Julio Saiach.
- To bring calm in difficult times?
Pablo Lafuente.
- To coordinate the group?
Lautaro Tesan.
- To ensure a good return?
Guillermo Alonso.
Words from a colleague “I have known Agustín for six years now—since I joined Spraytec. His position is in research and development and I think that word describes him very well both professionally and personally, because he allows you to know, to inquire, and at the same time he makes it extensive, communicates it, shares it in an easy to understand way—at least for me who am not an agronomist. Besides, it is always interesting to talk to him because he contributes to your growth as a co-worker, his solidarity makes you grow feeling good, his contribution to the group is very valuable. So much so that I personally consider him a friend.”
Lautaro Tesán Commercial Assistant.
BIANCHINI
RESEARCH
Sugar Beet
Agroholding PRODIMEX-KWS
Hybrid: RECORDINA KWS
Planting date: 2023-04-02
Density at harvest: 46.000 plants per acre.
The crop is repeated in the 4th year in the rotation.
Dominant weeds in the experimental field:
- Ambrosia artemisiifolia
- Chenopodium album
- Abutilon theophrasti
- Setaria
Water quality parameters:
- pH=7.96
- ppm (hardness)=762
- The company uses adjuvants (wetting agent, adhesive, pH corrector).
Sampling was carried out from 2023-09-15 to 11-01
Experiment objectives:
- Maintain pesticide efficacy.
- Optimization of the working fluid consumption rate. Increasing productivity when spraying.
- Evaluation of the overall effectiveness of the crop protection system.
7 stages of pesticide application were carried out.
FULLTEC was applied in 6 of them.
The scheme used is the most frequent one used by all sugar beet growers in Russia.
First herbicide treatment 2023-05-03
- ppm = 762
- V (wind) = 4.4 m/s
- t (air) = 64.4 F°
Second herbicide treatment 2023-05-17
- V (wind) = 2.2 m/s
- t (air) = 66 F°
3rd fungicide treatment
In the leaves of the “control” variant, a more intense manifestation of disease symptoms was observed.
At this stage of sugar beet de-
velopment, active development of Cercospora blight and death of the affected leaf apparatus were observed.
4-Treatment with fungicide
FULLTEC
The fungicide works more effectively.
The vital activity of the leaf apparatus was prolonged for a longer time compared to the “control” option.
CONTROL
At the “Control” site, the progressive death of the leaf apparatus can be observed.
NDVI
August 5, 2023
After the third fungicide treatment, the vegetation of the plants is more uniform throughout the experimental plot with FULLTEC.
The slide shows the sampling points and times for the analysis of yield and sugar content indicators.
In September, the development of Cercospora incidence in the experimental field reached its maximum values.
In the FULLTEC experimental plot, leaf death was notably lower, while in the CONTROL plot plants were actively forming new leaves.
The appearance of new leaves before their full development stage reduces the sugar content of the root crop in the first stage. Only after the final formation of a rosette of new leaves can the beet recover its sugar content.
Direct costs of adjuvants
When evaluating the direct costs of adjuvants, the Fulltec experience was USD 2.34 cheaper.
Due to better protection against weeds and Cercospora, the Fulltec treatment was more cost-effective in converting qualitative and quantitative parameters into sugar yield.
Interview to Luciano and Antonela
Partners in Life, Rivals in Business
Luciano and Antonela met in college while studying agronomy, and today, after more than a decade together, they share not only life but also a passion for their work. Both are dedicated to the agricultural sector—but in different companies—leading them to compete in some products. However, despite working as rivals in business, they make a great team in love. In this interview, they discuss how they complement each other and the challenges of mixing love and work.
By: Juan Carlos Grasa, Director of Horizonte A.
Lucho, let’s start at the beginning. Tell us who you are and how your story began.
Luciano – Well, I am Luciano Rubén Movilio. I was born in the city of Rauch, in Buenos Aires Province. This is Antonela. I studied agronomy in the city of La Plata starting in 2009. During my time there, while studying, I had the chance to meet this woman who is now by my side. We met on a student scholarship, working at the college buffet—that’s where we met, though it wasn’t love at first sight. It happened later, at a birthday party, through some mutual friends.
How did your love story continue?
Luciano – That was in 2012, and from then on we started dating. Well, each of us was building our own career—we’re both agronomists now. Once our studies were finished, we had to choose where to live, whether in Rauch or in Los Toldos (where Anto is originally from)… we decided on Los Toldos.
Antonela – We saw more possibilities there. The thing is, I moved there for a fresh start, with the idea of not coming back. Within a week, we began looking for work—and luckily, the first two places we went to hired us.
And how did your respective career paths develop?
Luciano – I started in production. I worked for two different companies, gaining my initial experience. And she, right from the start, began working at Uninova, during the early hours of the agricultural business.
After a while, we both ended up working together at that same company. I never saw myself in a sales role—I always thought I’d stick to production.
Then an opportunity arose for me to seek new horizons. I went to work in Junín, covering the Vedia and Ascensión areas. That was when Sebastián, who is now my boss, contacted me with an offer, and I decided to settle permanently in Los Toldos.
Perhaps the hardest part about moving to a city where I had no roots was building a network and making connections—but
“I sometimes feel like I can’t believe how much we have achieved in such a short time. I am grateful for the responsibility and the trust that the company has also placed in me.”
this job has really allowed me to do that.
How did your joint work begin in this #campo world?
Luciano – I was fortunate to share 8 or 9 months with Anto in the office, working together side by side, managing a 50-50 client portfolio, and handling collections, administration, and logistics.
Today, I’m in charge of that office, where she worked for 5 years. We work in the same city, sometimes sharing producers, and we even compete in certain products—one of them being Spraytec. After 5 years with the company, Antonela got an opportunity to move on to something better and decided to take that step.
How do you avoid bringing business competitiveness home?
Luciano – “All under one roof” is the phrase we live by. We try not to step on each other’s toes in business. It’s a kind of healthy, clean competition, where if something doesn’t work out for one of us, the opportunity is there for the other.
And Antonela, how were your beginnings and experiences?
Antonela – Yes. I don’t have much left to say—well, actually, I do. (Laughs.) My name is Antonela Ahihi. I also studied agronomy, and I’ve always been drawn to the commercial side. Ever since I was little, I loved selling, marketing, and the like. I studied in La Plata and, as Luciano mentioned, we’ve been together for almost 13 years.
I was also very involved in artichoke production, working at a large local fair in La Plata where I managed sales and
event organization.
I worked with two agronomists and participated in about five or six fairs a year. That experience greatly helped me gain practical work experience in my field.
How was your work experience in Los Toldos, the place where you decided to put down roots?
Antonela – I worked at La Madrugada for five years; it was wonderful, provided me with a lot of experience, and allowed me to meet many people. I even had Spraytec as an exclusive supplier, which helped build a closer relationship with the company.
And today, I’ve embarked on new directions. My goal was to expand my commercial scope.
Since I mainly marketed agrochemicals and corn seeds, I moved to a storage facility called Bragadense—a branch of Los Toldos, which depends on Bragado, but has many branches throughout the province.
For those of us in the industry, it’s kind of like the Boca-River rivalry in Buenos Aires Province.
Antonela – Exactly! As Luciano said, we complement each other in business. I see it more as a complement rather than competition. What I can’t sell, he can offer. We share information, and that’s great.
He isn’t much for sharing, while I am—haha.
I’d like you to tell us one of his strengths. What do
you think it is?
Antonela – Lucho’s added value is that he is very technical; he can both sell to you and advise you at the same time. He’s very ethical and very responsible.
And Lucho, what’s one of her strengths?
Luciano – For me, her strength lies in her personality. She has an innate talent for sales—I believe she could sell you even smoke, even air. But beyond that, through her personality, she has carved out a place for herself in a somewhat macho environment, earning both value and respect.
Now, I ask both of you: How do you envision your lives 10 years from now?
Antonela – In the future, we’d love to have our own venture, something truly ours. It’s very challenging because it requires many resources, but it’s a dream we’ll achieve someday. I see myself focusing more on the commercial side and Lucho more on the technical side, complementing each other perfectly.
Luciano – I believe this is a pivotal year; I feel the responsibility of being in charge of a branch.
Sometimes I’m not even aware of how much we’ve accomplished in such a short time. I’m grateful for the responsibility and the trust the company has placed in me. This year, a property has been acquired and an office is being set up—which will mean growth both personally and for the company.
Finally, how are your family plans coming along? Are you still pending on the paperwork?
Luciano – (Laughs) We’re still pending on the paperwork. In my case... I’m not even sure if it needs to be formalized with a signature.
Antonela – Yes, I think we share the same values there. Love is already there—and it’s not something where one says, “We need to be married to...”
Luciano – Yes, we have a project for a little piece of land, and the idea for the future would be to build our house. But for now, we’re more focused on our professional lives.
Alright, guys, it’s been a pleasure getting to know you.
Luciano and Antonela –Thank you very much!
TERRITORIAL ROOTS
FORT DODGE AND WEBSTER COUNTY
Located in northwest central Iowa, the city of Fort Dodge is the county seat of Webster County and an important urban center in the region. With a history marked by industry, agriculture, commerce, and education, this city has established itself as a strategic point in the state. Its development has been influenced by its geography, its diversified economic activity, and its cultural richness.
Geography and Climate
Webster County covers an area of approximately 1,860 km², with Fort Dodge located on the banks of the Des Moines River. Its relief is predominantly flat, with some low hills and extensive plains, a result of glacial activity that has shaped the landscape of Iowa.
The climate is humid continental, with cold winters and warm summers. Temperatures can range between -15 °C in winter and 30 °C in summer, with moderate precipitation throughout the year. The Des Moines River has played a key role in the history of urban and economic development, both as a source of natural resources and as
a transportation route in its early years.
History
Fort Dodge was founded in 1850 as a military outpost, established to protect settlers from conflicts with local indigenous populations, especially the Sioux. Its name comes from General Grenville M. Dodge, a prominent figure in the expansion of the United States’ railroads.
Over time, the military post was dismantled and the city evolved around gypsum mining, the lumber industry, and manufacturing. At the end of the 19th century and the beginning of the 20th, Fort Dodge experienced an industrial boom, becoming a regional center of manufacturing and commerce.
Economy
Today, Fort Dodge’s economy is diversified, with key sectors in industry, health, education, and commerce. Some of the main activities include:
Chemical and manufacturing industry: Companies such as CJ Bio America and Koch Industries operate in the city,
specializing in the production of biotechnology and fertilizers.
Health and education: The Trinity Regional Medical Center is the main hospital in the region, and Iowa Central Community College offers higher education to thousands of students.
Technology and services: The service sector, including technology, banking, and retail trade, has grown in recent decades.
Although agriculture remains a pillar of Webster County, Fort Dodge has managed to diversify its economy to adapt to the changes of the 21st century.
Places of Interest
The city maintains its own cultural identity, with a strong sense of community and a calendar of events that reflects its historical and artistic heritage. Among the most relevant cultural spaces, the following stand out:
Blanden Memorial Art Museum: Founded in 1932, it is one of the oldest art museums in Iowa, with a collection of European, American,
and Asian works.
Fort Museum and Frontier Village: An open-air museum that recreates life in the 19th century, with historic buildings and exhibits on the military and pioneer history of the region.
Events and festivals: The city hosts festivals such as Frontier Days, which celebrates the heritage of the Old West with parades, shows, and fairs.
The artistic and theatrical scene is also active, with the Hawkeye Community Theatre and other venues that promote performing arts in the community.
Transportation
Fort Dodge has a well-developed transportation infrastructure for a city of its size. Highway 20 connects it to the rest of the state, facilitating access to Des Moines and other urban centers. Furthermore, the Fort Dodge Regional Airport offers commercial and cargo flights.
The public transportation system, although limited compared to large metropolises, provides local bus routes operated by DART (Dodger Area Rapid Transit).
Agriculture
Although Fort Dodge has established itself as an industrial and cultural center, its identity remains deeply rooted in a long agricultural tradition. The relationship between the land and its inhabitants has shaped
the development and transformation of the city, where agriculture and livestock farming have evolved and adapted to the demands of a modern world without losing their historical essence.
From its beginnings, it benefited from the fertility of its lands and Iowa’s natural surroundings, which allowed for the establishment of a robust rural fabric. Pioneering agricultural producers, attracted by the quality of the soil and the favorable climate, promoted the cultivation of crops such as corn and soybeans, which are fundamental to the state’s economy. Although the city has diversified its activities, the legacy of these beginnings is reflected in local traditions and festivities, where the unbreakable bond with the land is celebrated.
Agriculture has experienced a remarkable transformation over the decades. Traditional techniques have given way to modern and sustainable methods that optimize production without compromising the environment. Local producers, aware of the importance of innovation, have adopted precision technologies, efficient irrigation systems, and integrated pest management practices. These improvements have not only allowed for maintaining productivity, but also for ensuring resilience in the face of climatic and economic challenges.
Livestock tradition in Fort
Dodge is another pillar of its rural identity. Throughout history, livestock farming –including cattle, pigs, and sheep– has contributed significantly to the local economy. Livestock producers have combined ancestral practices with technological advances, implementing balanced feeding systems and animal health programs that guarantee high-quality products. This balance between tradition and innovation has allowed Fort Dodge to remain competitive in an increasingly demanding market.
The dynamism of the agricultural sector extends beyond the fields and farms. The city has developed an industry for processing and transforming agricultural products that adds value to local raw materials. Companies dedicated to the manufacturing of equipment, the production of inputs such as fertilizers and pesticides, and food processing have established themselves in the region, generating employment and fostering an integrated economic ecosystem. This synergy between producers and industry strengthens the value chain and positions Fort Dodge as a benchmark in agricultural innovation.
Rural life is characterized by a strong sense of community and the preservation of customs that have been passed down from generation to generation. Agricultural fairs, livestock events, and themed festivals provide spaces for cultural ex-
change and the celebration of fieldwork. These activities not only reaffirm the pride of being part of a centuries-old tradition, but also promote social cohesion and encourage a lifestyle that values the connection with nature.
Agricultural Challenges
Despite technological advances and the modernization of the sector, Fort Dodge’s agricultural producers face significant challenges. Climate variability, fluctuations in international markets, and the need to adapt to increasingly strict environmental regulations require constant updating and resilience. However, the commitment to innovation, collaboration between the public and private sectors, and the training of new generations of farmers and livestock producers promise a bright future for the local agro-industry.
Fort Dodge, Webster, and Iowa in general, are examples of how agricultural tradition can be harmoniously integrated with modernity. Agriculture and livestock farming, fundamental pillars of the region, have not only shaped the economy, but have also enriched its culture and social fabric. By combining modern techniques with a deep respect for rural heritage, both producers and industry continue to drive development that honors the past while looking optimistically toward the future.
TRIP
Touring Brasil
On February 9, at the invitation of Spraytec, we started a tour of Brazil together with the company’s executives, customers and distributors. With the engineer Agustín Bianchini, from Spraytec’s technical team, we reviewed the days spent in the brother country.
Day #1
We started with a seminar of technical presentations. Among other speakers was Dr. Julio Fagliari, responsible for research and development of Spraytec Brazil. He provided details about Tractus Carbono, a product oriented to the concept of regenerative agriculture.
Then, we went to Spraytec’s production plant, located in the city of Maringá. There, we had the opportunity to visit the production plant of liquids, solids and a production plant of solids with pelletizing, which is where products such as Tractus Carbono are made.
We also visited the logistics area, where all the packaging of the products is done, as well as the organization of
the distribution of the pallets or drums that are sent to the different destinations where Spraytec exports its products, basically Ukraine, Russia, Kazakhstan, Australia, Mexico and many others. A lot of merchandise is exported from Brazil to the world.
Finally, we had the opportunity to visit the microbiology area, where a researcher works and investigates very
well everything related to the study of microorganisms. The biological production plant basically works with Bradyrisobium, Asospirilum and Trichoderma. The interesting thing was to be able to see the whole process of manufacturing, production and distribution of Spraytec products.
In the afternoon we visited a producer who works with
the Coamo cooperative, but due to weather conditions we could not go to the field.
What is this producer’s production approach?
Basically, he grows soybean in September, a very early soybean, very early, which is harvested in January and immediately after that he plants a second corn, safriña corn. This second corn has lower productivity, lower potential than the first corn, which can be between 6 and 7 tons. The first soybean has a yield that can be between 3 and 4 tons —in some cases it exceeds 4 and a half to 5 tons.
Crop management is done by correcting soil acidity through the application of lime or gypsum, then an NPK starter fertilizer is used at a rate of 300 to 400 kilos per hectare, and in the early stages of soybean cultivation an application of 200 kilos of potassium chloride is made.
During the cycle, Fulltec and Emultec are used for all phytosanitary applications. Also, prior to planting soybeans, an application of Tractus-Kit is made in the fallow to provide boron to the crop, and also in some cases during the crop cycle, a new application of Tractus-Kit is made, and is accompanied by applications of Twin-Pack and Absortec to soybeans. Of course, the PackSeed seed treatment is used.
Corn is planted immediately after soybean harvest in January or early February, planted at a density of 60 to 65 thousand seeds per hectare. It is also fertilized with an NPK mixture of between 200 and 300 kilograms, and then, a nitrogen application is also made at the time of planting, which is later reinforced with Absortec IR, a foliar product with a high concentration of nitrogen; Tractus-Kit and Twin-Pack are also used in the early stages of the crop.
Day #2
We visited the COAMO cooperative, the largest in Latin America with 32,000 members and an annual turnover of US$4 billion. Members receive technical advice on how to manage and produce their crops, how to plan not only agronomically but also economically and financially, and the cooperative also sells them inputs, phytosanitary products, fertilizers, seeds.
The cooperative also has a bank that provides credit to producers. Approximately 60-70% of the members are
Phytosanitary applications are made with Fulltec or Emultec, both in soybeans and corn. In the case of soybeans, sanitary management is based on 3 to 5 fungicide applications, all with Cube; and in the case of corn, the main disease is a white spot on the leaf, which is basically controlled with 2 to 3 fungicide applications, also with the addition of Cube.
active with this credit institution or take out loans with the cooperative itself and the cooperative also provides agronomic advice to its members; there are two modalities, traditional and VIP, attended by senior technical advisors who visit their fields on a weekly basis.
After this technical presentation, we visited the memorial, a kind of museum where the history of the cooperative is told, the history of its founder and everything related to its evolution over the last years, how the different infrastructures were built, how the number of members grew
and how different services were incorporated.
Visit to a producer
Later, we visited the experimental field of Coamo, which was founded in 1975 and where they have long term trials of crops, some of them being almost 40 years old. Nearby we had the opportunity to visit the field of a producer who produces about 600 hectares, mainly corn and soybeans. He also had a small area dedicated to fodder production with some animals, some livestock production, but the bulk was agricultural production.
He told us that he expected to achieve very good soybean yields, he was obtaining between 4000 and 4500 kilos, and he had already planted all his corn. It was interesting to talk to him because besides explaining his field management, he told us in detail how he used Spraytec products.
Day #3
On the last day of the tour, we went to the Coopavel Rural Show, held in Cascavel, where we had the opportunity to visit the Spraytec stand. We made a technical tour with specialists of the company in Brazil, who showed us the different products that are applied in each of the crops—soybean, corn, beans, sunflower, potato—, and even had a plot dedicated to forestry, where there were pines and eucalyptus. We were able to see the use of Fulltec Forestal, a product specially developed for weed control in forestry crops.
Return to Argentina
On Friday 14, we returned to Buenos Aires after having lived some intense days, but pushed by the enthusiasm of always, the one that stands out in the Spraytec family.
Interview with Martín Díaz Zorita
“It is very inspiring to be at the genesis of
Spraytec
products”
Words from a renowned professor and researcher. Martín Díaz Zorita, an agricultural engineer with a Master’s in agricultural sciences and a Ph.D. in soil sciences, was invited by Spraytec as part of the tour to the Coopavel Rural Show 2025 in Brazil.
By: Juan Carlos Grasa, director of Horizonte A
Martín, we were invited by Spraytec, which—as we know—is a global company. We visited the plant and met its people. Tell us your perspective on your experience here in Brazil.
I was already familiar with Spraytec through its people and products in Argentina. We work extensively in development, especially in the area of nutrition—and within nutrition, in the semi-arid and sub-humid environments of western Buenos Aires and La Pampa. I found it extremely valuable to have the opportunity to learn about the origin of the technologies, to speak with their crop physiologists, formulators, and the engineers who develop all the processes and continue their management from the plants, so that one can see the results— how crops respond to different product combinations. It is very
inspiring to be at the genesis of these products.
Agronomy must always be productive and sustainable, and that guiding principle is what drives Spraytec.
Understanding why a crop physiologist promoted a formulation and how a formulator succeeded in creating a chemical that is reproduced in a product lends greater consistency to the technologies being tested, and it also broadens our perspective by revealing new opportunities. We exchanged ideas about the potential and value of centralizing production decisions in the crop as a driving force for restoring soil fertility and ensuring system sustainability—because without crops, there is no agronomy, and without productive crops, there is no sustainability.
Tell us a bit about the
impression you had of this tour and the Brazilian reality from your professional perspective.
This tour demonstrates and validates the strength of Brazil and how ideas, visions, and projections are being consolidated. It’s not the first time we’ve toured Brazil, visiting companies, cooperatives, and meeting with producers, but what we see is that everything they said they would do, they did. They set a direction, achieve it, and continue building upon it. They do so in a context that closely aligns agronomic vision with the integration of the producer within that model.
In other words, here the producer is focused on productivity.
Yes, and productivity drives the system, which in turn reinforces itself by keeping the crops healthy, high-yielding, and integrated in a chain. This trip allowed me to see a validation of something that began in south-
“There is a projection that continues to consolidate and the discussions are about how to continue improving productivity”
“Brazil takes care of the projects, designs them and achieves them”
ern Brazil 50 years ago, in the north 30 years ago, and also in Mato Grosso; there is a projection that continues to consolidate, and discussions revolve around how to further improve productivity, introduce new varieties, implement new seed treatments, new foliar treatments, enhance monitoring, and redefine the role of the agronomist, among other things.
Yesterday we visited Coamo, the cooperative in Campo Mourão, state of Paraná—the most important in all of Latin America. To serve its nearly 30,000 members, it employs 400 agronomists.
The role of the agronomist is fundamental to consolidating their system. They are present on the ground at least once every three weeks, taking responsibility for generating information,
identifying the best alternatives, and ensuring the sustainability of the company and the producer in their agricultural projection. I believe that is a crucial takeaway from Brazil.
What would you highlight most about their approach?
Brazil takes care of its projects, designs them, and makes them happen. They do make mistakes—as we all have in many places—but that constant process of consolidation means that those mistakes are healed over time, leading to continuous improvement in their growth. They have a clear role when it comes to work, projection, and production.
Martín, to what do you attribute the fact that Brazil, beyond the ups and downs of governments, has
a defined path? Who upholds that? The cooperatives, the producers?
It’s difficult to answer, especially as I am an agronomist who does not delve deeply into politics or historical narratives. However, there is a very noticeable balance between what is necessary for the base to survive—namely, agricultural production—and what is needed to develop beyond that base, which is inclusion and projection towards the world. I have been coming to Brazil since the late ‘90s, and throughout all these tours and projects, we have consistently seen that the producer never loses focus on being the entrepreneur—the one who sustains our food supply.
A projection towards the world that stops for nothing.
The government is aware of that foundational importance and, through various measures, distributes and administers resources; yet it acts as a partner in the growth of the sector, without the fear that the sector will govern the country, because the sector recognizes its own limits. And those limits are defined by what lies outside the agricultural sector. Today, Brazil has entrepreneurs, and we are witnessing its agricultural growth firsthand.
How do you see Argentina’s reality as an agricultural powerhouse?
Argentina experienced significant agricultural growth about 200 years ago, and during that time, the producer—armed with different technologies, information, and even distinct political realities—embarked on a transformative journey. Here in Brazil, they ventured first to solve natural problems—acidic soils, deforestation needs, and pH correction. Once they fixed the soil, they addressed their basic needs, were able to produce, became self-sufficient, grew, and that catalyzed the growth of the entire ecosystem. It is an incredibly powerful agri-industrial complex. It’s an integrated whole.
Regarding the type of production, we have heard recently that a plot can be intervened up to 12 times with applications—something unthinkable in Argentina, isn’t it?
Yes, well, the climatic conditions have their pros and cons. During the crop cycle, when it doesn’t rain, production is nearly impossible—not just in Brazil,
but anywhere in the world; and when it rains, the abundance of moisture, rainfall, and frequency creates a very favorable environment for crops to develop and grow, but it also means that pests can become more aggressive. In that context, the producer has no choice but to intervene very frequently.
What degree of strategy can be achieved with such repeated interventions?
It may often seem that these interventions are not strategic because they are so continuous, but in reality, they are strategic. There is product rotation and careful management of resistance development. Crop rotation is relatively straightforward, given the limited range of crops, yet it is meticulously planned to maximize the growth period.
We have shifted from having one crop per year to having two, and in some regions, even three. That growth is enabled by the climatic conditions, but it comes at the cost of a very significant level of biological activity.
Does that not happen in Argentina?
In Argentina, we mostly face abiotic environmental risks—such as cold, heat, and drought— along with comparatively lower biotic pressure on production. In Brazil, the situation is reversed. This isn’t to say that abiotic factors aren’t important—they are, due to different temperature and radiation conditions—but the biological component surrounding and within the soil and crops compels the producer to intervene very frequently.
Thank you, Martín!
“The role of the agronomist is fundamental to consolidate the Brazilian system”
Why Create a Strategy to Improve Your Social Media Presence?
Ing. Agr. Mariano Larrazabal.
Digital agromarketing and social media consultant –Bialar. @AgroBialar
The virtualization of most marketing processes and activities paves the way for a new approach to engaging with customers. If there’s one thing we have learned recently, it’s the importance of digitizing brands and professions. Any agrifood company that needs to achieve visibility, identity, and a strong image on the Internet—and to position itself in the market—must, without a doubt, maintain a professional presence on social media.
You might be surprised to hear that in business meetings I keep hearing statements like, “I’m on social media because my competition is, and besides, it’s free,” which seem
to be seen as valid reasons to say, “My company is going digital.”
You’ll agree that having a social media presence is not the only strategy an agri-food company should implement to gain visibility and sell more. However, not having one is a disadvantage that will sooner or later come at a cost—and you will notice it. That said, if you’re not going to manage these channels professionally, sometimes it’s better not to create any account at all.
Every day, we witness many agri-food companies joining social media and managing their accounts with their own human resources and internal knowledge, yet they fall far short of strategic social media management.
In this article, I want to explain
and argue the main reasons why having a social media presence in the agri-food sector should be a daily priority.
Why Should You Create a Social Media Strategy?
Ask yourself: What is the first thing a potential customer does when a brand catches their interest? There’s no doubt—the answer is to look it up on social media or google it. Therefore, every agri-food brand that wants to establish a solid position on the Internet must focus on its digital image and manage an intelligent social media plan.
I will summarize the question, “Why should you create a social media strategy?” in one straightforward yet realistic sentence: In this digital age, there are two types of agribusinesses—those that have a vibrant and dynamic
Little by little, companies that do not interact dynamically on the networks will begin to become invisible, encountering difficulties in achieving their proposed commercial objectives.
presence on social media, and those that effectively do not exist.
Let me clarify. It’s one thing to be present on social media for a special event, product launch, or anniversary; it’s another entirely to create a comprehensive social media marketing strategy.
It’s not merely about setting up a profile for your brand on the most relevant social channels and posting impulsively without strategy or balance, or even becoming a content repeater by copying what your competition does. It is essential to apply strategic marketing in the digital space to boost your advantages, values, products, services, and to detect new business opportunities.
Agri-food brands without a social media marketing strategy walk a thin line between being visible and not existing for their target customers. Planning and structuring a professional and strategic social media presence will allow your company to:
• Connect more closely with your active and potential customers.
• Understand and discover their needs.
• Gain deeper insight into your target audience.
• Provide them with valuable information and content.
• Attract and capture their attention.
• Segment your audiences.
• Increase sales.
• Turn them into loyal members of your agri-community.
Little by little, companies that do not engage dynamically on social media will become invisible, finding it increasingly difficult to achieve their commercial objectives.
Discover the Main Advantages of Social Media for Your Agri-Food Company
Agri-food companies need to gain ever more visibility for their products or services, and they turn to social media to complement their digital marketing strategies.
However, few truly take full advantage of—and benefit from—this communication channel. One reason is that many do not know all of its benefits or how to apply them. Below, I detail the main advantages:
1. Increase Visibility and Improve Your Brand’s Online Reputation
You will have a storefront right in front of your customer, where you can showcase and express your value. It is a channel to drive interested traffic to your website. A potential customer forms an image of you with just a glance and a tour of your brand’s social media presence. Therefore, remember that what you say and do on social media
speaks volumes about your brand or project.
Create tailored content for your social channels; this plays a key role in enhancing the reputation of your agribusiness.
How to achieve an impeccable social media presence? Consider these 3 simple tips:
• Maintain an open communication channel.
• Ensure constant and frequent activity.
• Apply creativity in your messages, design, and disruptive digital content.
2.
Foster Customer Loyalty
• Your agri-food brand will transform a follower into a loyal customer through:
• Content that generates interest within your target audience.
• Prompt responses to their doubts and concerns.
• Helping them solve their problems.
• Implementing promotional actions that offer them benefits.
• Other online strategies.
When your target customer feels that your interest in serving them is genuine, they will return time and again, and they will recommend your brand over the competition—
boosting the likelihood of becoming regular buyers.
3. Open the Door to the Sales Funnel
Social media play a crucial role in lead nurturing and throughout the buyer’s journey. By creating strategic digital content and maintaining constant activity on social channels, your target audience gradually becomes more informed about your products and services, develops familiarity, and finally, trusts your brand or project. Professional social media management helps guide them through the sales funnel.
4. Instant and Global Communication with Customers
Physical barriers no longer exist, which is a major advantage for your brand. You can contact and converse with people from any country in real time. Social media provide an excellent platform for customer service. Managing this aspect well will help boost sales and effectively resolve any potential reputation crises.
5. Improve Your Conversion Rate
Yes, social media can increase sales and help retain your business prospects through regular interactions and assertive customer service. They offer you the alternative to reach your target audience with digital advertising and to promote your products
and services at a low cost— whether it’s for new launches or events.
6. Boost Your SEO Positioning
The activity and strategy you implement on social channels will help you achieve better SEO positioning in Internet search engines. When your agri-community shares your content, it sends a strong signal of interest that Google takes into account.
In short, creating a strategic and professional presence on social media for your agrifood company will consolidate your brand as a leader, build lasting customer loyalty, and ultimately, drive higher sales.
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