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RLF- Active player in Chinese special fertilizer market
Oct. 21, 2015
RLF Rural Liquid Fertilisers
AustraliaFollow
Australia
Editor's Note:
Rural Liquid Fertilizers (RLF) was founded in Australia in 1991 to manufacture and market high efficiency broad spectrum liquid fertilizers for agriculture, the company has been working in China for nearly 10 years. Gavin Ball, the Director of Global Markets for Rural Liquid Fertilizers (RLF) , recently took an interview with AgroPages, having shared with us their professional view points on the global and Chinese special fertilizer market.
1) How do you think of the current development of the global and Chinese special fertilizers industry ?
RLF is very excited about the current development of this specialty sector of the fertilizer market. It is becoming more and more important for farmers to increase output by achieving higher yields and better quality - this pressure is being caused by increasing global food demands. What it means is that farmers can no longer rely on current NPK based granular fertilizer programs- they need to start looking at changing their fertilizer practices and using specialty products designed to increase efficiency and yields.
We think this will mean that specialty products, like those manufactured by RLF, will become very important in achieving the higher outputs needed to satisfy the increased level of global food demand. Farmers will look for the most efficient solution to this problem - and we believe that RLF has world-leading products with Australian developed technology to achieve the on-farm results needed.
2) Could you brief introduce your marketing strategies and activities in China ?
RLF was one of the first Australian fertilizer companies to make a direct investment into China. Today, RLF has been working with China for nearly 10 years. RLF invested directly into this important world market by establishing a wholly owned foreign enterprise (WOFE) so we could start building infrastructure which included a factory, manufacturing, packaging and distribution center.
Most importantly RLF established a local team of people. Today RLF has an incredible team of China-based people, headed by Dr. Mike Lu. Every RLF China team member is vital in running the RLF business to supply and support the important China marketplace and the China farmer.
In China, RLF distributes its products through a channel network, including retail, wholesale and agricultural chemical companies.RLF also manufactures and packages it leading fertilizer technologies to some of China best agricultural companies who then market RLF products under their own brands.
Every day, RLF is continuing its investment by expanding our people, manufacture and distribution with the aim of becoming China most well-known and trusted specialty fertilizer company.
3) Are there any new product promote plans on your target markets?
RLF has very advanced science-based technologies engineered into its products. The most famous of these types of RLF products are the high-performance BSN Seed Primers, Ultra Foliar and Rapid Foliar. Plus RLF has just introduced the new range of Nutrient Charger products. These RLF products are engineered to the plants physiology – by RLF’s esteemed Dr. Hooshang Nassery and use the RLF systems called NDS, SDS and RDS to ensure fast and efficient transfer of nutrition. So RLF products are really different high-performance technologies.
RLF is also a company focused on economic outcome based plant nutrition. This means that we focus on making products that deliver the correct nutrition in a cost effective way so that the farmer has the best opportunity in achieving that high economic return on investment they need.
In Australia we have such big farms. What this means is that RLF product had to be really efficient – meaning low cost to apply, easier to apply, compatible with many other chemicals and the ability to be able to achieve high-performance result in return. RLF carries this principle into farming through the world today.
Today, RLF product include: 1.Seed Fertilizers-BSN Superstrike, BSN Ultra, BSN Hybrid, Interceptor XS; 2.Plant Foliar Fertilizers (High Performance Range)- Broadacre Plus, Fruits+Veggies, Plasma, Power, C-Complex, Rapid Max, Rapid Zinc; 3.Crop-Specific High-Performance Fertilizers- Pasture Plus, Legumes Plus, Cereal Plus, Viticulture Plus, Horticulture Plus, Cotton Plus; 4.Nutrient Chargers- UniDip, CaneDip, Hydrix; 5.Fertigation- Dynamo, Plant Milk, Fertigation Plus, Plasma Furrow Injection; 6.and Liquid Nitrogen Foliar Fertilizers- PowerN42, PowerN39, PowerN26, SprayN34, Nutricover, Nitrogen Plus.
4) What do you think are the favorable and unfavorable factors for the development of global bio-stimulant and special fertilizers industry in the future?
The favorable factors are that farmers need to change to bring about change. Meaning that to get higher yields they need to change the way they think about growing crops and change their fertilizer practice to more modern ways. Farmers also will rely on plant science more – and this means that higher yields demand higher nutrition – the plant needs more N, P, K, and it also needs S. Zn, B, Mg, Fe, Cu, Mn, Mo, Co and Ca – to be able to achieve better results the farmer needs.
We think that RLF can provide farmers with more favorable outcomes – because RLF is modern farmer practice and RLF products can deliver part of what the farmer needs.
Unfavorable factors are that it is very confusing for the farmer to know which product will work – the market has many hundreds of products – so a lot of products just don’t do the jobs the farmer needs – and this means that the farmer might not get the economic return required for the investment they make in the products. It is very hard for them to fully see what the products can do. RLF has had 25 years of its products being used – know how they can work and what jobs they perform – plus we really try and focus on building products that can generate the farmer the benefits and returns they are looking towards.
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