Nutrien launches Agroessence distributor in Brazil

Date:09-11-2024

Canadian multinational Nutrien has announced the launch of Agroessence, a new brand in the Brazilian agricultural retail distribution market. 

Agroessence results from the strategic merger of two traditional input distributors, Casal and Cultive, both acquired by Nutrien in recent years to strengthen its presence in Brazil. With the launch of Agroessence, Nutrien aims to present a more robust, dynamic, and expansive agricultural distribution network across the country.

According to Fábio Roberto Coelho, manager of the new brand, Agroessence is well-structured and supported by a solid portfolio of proprietary products and strategic partnerships. He emphasized that Agroessence merges the unique expertise of Casal and Cultive, each with its specific strengths and customer bases. Agroessence's strategy will build on Casal's successful sales model, combining field sales representatives (RTVs), telemarketing, and promoters.

The company focused on maintaining strong technical support and trust between RTVs and resellers, emphasizing training and personal development as keys to business success. Nutrien stated that this new venture aims to bring advanced agricultural technology to farmers nationwide, especially small and medium-sized producers, ensuring access to qualified technical assistance.

With more than 2,500 resellers inherited from Casal and Cultive, Agroessence has ambitious expansion plans to become Brazil's largest redistribution network regarding geographic presence and resellers served.

Nutrien sees Agroessence as a crucial step in promoting innovation and sustainable development in Brazilian agribusiness, with a strong focus on meeting the needs of rural producers efficiently and personally.

(Editing by Leonardo Gottems, reporter for AgroPages)