Sipcam: Continuous innovation in special fertilizer market

Sipcam is an Italian famous brand in agrochemicals industry, which has been for long years engaged in research, production and marketing of crop protection products for more than 70 years, it had engaged in special fertilizer development over the last 20 years. Recently Agropages had an interview with Mr. Secco Sandro, the Sipcam International fertilizers Marketing Responsible, who has been recently elected to the EBIC Board of Directors during the last EBIC General Assembly that was held on March 25th 2015 in Brussels.  Mr. Secco Sandro gave a briefing on Sipcam’s innovation-based product development and marketing strategies. Mr. Secco Sandro also elaborated on Sipcam’s future business prospects in the Chinese market.

Just in 5 years’ time since its presence in Chinese market in June 2010, Sipcam has rapidly opened up the market with its patented special fertilizer UMOSTART® series and has successfully established a “Agrichemical-fertilizer integrated solution” in China. On the other hand with the promotion of the concept of “fertigation” and the use of biostimulant in developing countries, Sipcam is planning introduction to China of its water soluble fertilizer and biostimulants which have been a success in Europe for many years. This is highly expected by Chinese market.

To provide farmers with differentiated product line

Seed fertilization

The UMOSTART® series seed fertilizer is Sipcam’s first fertilizer product developed independently 20 years ago, utilizing Sipcam’s patented microgranular technology, which is today still the most advanced fertilizer technology. This product series have been widely used in Europe.

Mr. Secco said that the product technology is of just a simple concept – seed fertilization, meaning to provide seed with the first-stage nutrition. It is usually a bottleneck problem to provide phosphorus nutrition to seed with conventional technology, where compound fertilizer could not be placed very close to seed, but have to be applied 5cm away from seed so that the seeding will be prevented from high concentration salt damage. The innovation of Sipcam’s microgranular technology allows fertilizer to be very close to the root or around seed efficiently and safely. The particle has an average diameter of 1mm, which expands the nourished root area, increases the efficacy of fertilizer and work as starter nutrition for the first-stage of growing without causing fertilizer damage.

Agrichemical-fertilizer integration

During the market survey, farmers are found to mix the microgranular fertilizer with pesticide for application. Sipcam had the idea to create a product integrated agrichemicals and fertilizer. Mr. Secco said that 2 years ago Sipcam accomplished research of its first pesticide-fertilizer integrated product - Trika Expert, which is registered successful in Italy.

Mr. Secco said that following this idea and based on the microgranular fertilizer they would consider adding pesticide active ingredient and biostimulant for pest and soil nematode control. These substances not only protect crops but also increase the efficiency of fertilizer. So far research of this kind of product has been completed and will be submitted for registration if the field trial in 2015 performs well enough.

Water soluble fertilizer

To use water more efficiently, irrigation is a significant means of providing nutrition to plants. Drip irrigation is undoubtedly a water fertilizer integrated measure which uses water and fertilizer more efficiently. Via research and development, Sipcam started to lay stress on reduced use of nitrogen fertilizer, potash fertilizer and water while doubling the crop yield.

Sipcam has worked out a water fertilizer integrated solution tailored to Chinese market. According to Mr. Secco, Sipcam is going to launch very soon the Ferter® series water soluble fertilizer in China. The product series is made via advanced process, free of hormone, fully water soluble and chelating trace element, being an ideal choice for high quality fruit and vegetable production.

Biostimulant

Mr. Secco holds the view that biostimulant will be the future trend of plant nutrition, bearing in mind that the developing countries including China are rising very quickly. Biostimulant can activate the physiological function of plant itself so as to enhance the physiological status of plant, which brings about the excellent performance of plant. As the member of European Biostimulant Industry Council (EBIC), Sipcam plays an active role in the industry to promote the biostimulant legislation. Sipcam has planned to expedite Chinese market in this field in a near future.

At present Sipcam’s global product portfolio includes those can increase the plant protein content which is good solution for soybean and improve the color of apple and the quality of agricultural product. Enersol® a kind of biostimulant marketed by Sipcam is planned for launching in Chinese market in 2015 can facilitate the activity of microbe around the root, and can be used for the watering fertilization or foliar fertilization. The product has been put on sale in Italy, Spain, Austria and the USA.

To expedite Chinese market with continuous innovation

Mr. Secco expresses that when opening up a market Sipcam normally chooses a stable and sustainable mode of growth. Taking China as an example, Sipcam would choose its most featured and intensive UMOSTART® seed fertilizer as a breakthrough into the market. Mr. Secco said that starting from 2016 to 2020 Sipcam each year will plan to release 3 biostimulants with the goal that by 2020 finish building a complete set of special fertilizer product lines.

There are over 10,000 big or small fertilizer production enterprises in China, resulting in a very intense competition in the market. Speaking of competition, Mr. Secco said that there are typically 2 kinds of business modes in the market. One is to be a follower, who copies the formula and formulations of others; the other mode is to be an innovator, who creates unique new product to lead the market. Sipcam is an innovation-driven enterprise who releases differentiated innovative product to Chinese market, these innovative product will become leading product in the segmental market.

Moreover Mr. Secco bears an open attitude toward the form of cooperation in innovation. He said that Sipcam has the wish to cooperate with Chinese universities and research institutes in the development of new product and in the meantime to explore possibilities of cooperation with Chinese fertilizer producers in joint development and marketing of biostimulant and microbial agent.