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THE DISTRIBUTION:
For many distributors the dark cloud of the Mancozeb
ban comes with a bright silver lining. Due to the loss of Mancozeb,
building a bullet proof Late Blight and Early Blight program becomes more
technical again. For many distributors giving the best technical advice is an
important driver as it creates a strong and reliable professional relationship
with the farmers. It goes without saying that they prefer this over hard
commercial discussions. For a potato specialist like Belchim, this brings
valuable opportunities. The best technical advice in combination with the
large portfolio in potatoes, makes Belchim the go-to company to discuss
the new programs. Many local teams are already noticing an increased
demand for technical potato meetings. Here not only Ranman Top but
also products based on cymoxanil and fluazinam come into play as mixing
partners for other products in customers’ programs. Renewed interest in
the “old” molecule fluazinam is especially worth mentioning here, because
Belchim keeps on generating data and information on how to use the “old”
fluazinam in a “new” phytophthora landscape. This has reflected already in
strong fluazinam sales for some countries in the tough Late Blight season
of 2021. On the commercial side, distributors also see opportunities to
increase their turnover and margin as Mancozeb-based solutions were in
general the cheapest and least profitable (see also table 1: example from the
Netherlands market data).
OTHER INFLUENCERS:
This last group is very diverse and surely a group to
keep an eye on. There are many important influencers who interfere in the
classical decision process of farmers and their distributors. The processing
industry is particularly important as it is increasingly putting specific
demands on the farmers’ shoulders to address downstream requirements
driven by consumers’ expectations. At the same time, they will influence
farmers in order to be able to buy quality potatoes at the lowest price
possible. Depending on the country there is also strong influence from the
authorities. This can take many forms, such as national legal restrictions,
specific tax systems or a strong independent advisory system. Finally,
farmers influence each other on product choices and sometimes this can
be the strongest influence of all.
By analysing all these drivers and influencers and understanding how
they interact, Belchim can present its solutions and value propositions in
a compelling way, clearly showing that its portfolio includes very suitable
products to fill the big shoes of Mancozeb.
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