ADAMA Attributes New Product Success to Epic Data Returns

ADAMA Attributes New Product Success to Epic Data Returns

Blog by: INTENT

In the heart of Manitoba, Canada, ADAMA Agricultural Solutions’ National Sales Manager, Neelan Edbom, found himself in over his head. With a portfolio of 30-plus crop protection products to manage, Edbom was also looking to launch a new fungicide in just 12 short months. In 2023, ADAMA overhauled its entire sales structure, adding the onus of hiring and onboarding four new technical sales agronomist positions. A few of Neelan’s teammates recalled an old industry connection, Patrick Comte, now heading up INTENT’s Canadian division. Comte assured them all that their predicament was all too common among agribusinesses and that INTENT had the horsepower they needed to get over the hump.

Getting Started

ADAMA had seen encouraging results of its dual-mode fungicide in controlled lab- and small-plot settings. But product performance still needed to be validated across dozens of field trials in realistic, on-farm settings.

“The best part about working with INTENT is that they understand the pace and pressures of launching a new product. They were able to mobilize quickly to ensure we didn’t miss our window,” Edbom said.

Speed and scale are what set INTENT apart. A big part of that is its expansive farmer network comprising more than 1,500 growers, all eager to “test drive” new products and practices. INTENT walks each farmer through the specifications of the study and answers any questions before implementation. This hands-on approach removes any ambiguity and ensures each trial is done strictly to specification. The dream scenario for ADAMA would be to show their product’s performance, side-by-side, in 15-acre strips against other treatments and untreated crops.

In-Season Insights

“The technology aspect was pretty slick,” Edbom said. “One of our TSAs could be in the field walking through a farmer’s plot with the app open, and it would tell them when they transitioned from one treatment to another.” He added, “It was crazy to see the imagery evolve almost in real-time.” The ADAMA team feels it can unlock even more value from the technology and plans to explore more functionality next season.

Come harvest, the ADAMA team was blown away by the story their data told. Just as they’d hoped, the data came back squeaky clean and ready to merchandise as-is—a dream come true for any salesperson. ADAMA saw an unprecedented 100 percent return of trial data from farmers who tested their product — a testament to the open lines of communication between both teams.

“We got impeccable data across the board and were also able to glean some important takeaways from the grower survey,” Edbom said, adding, “That anecdotal feedback is so important to understanding the nuances of commercializing your product.”

The icing on the cake for ADAMA was when farmers, unprompted, offered to provide a testimonial: “Just call us up; we really liked working with the product.” There’s a little extra pep in everyone’s step this sales season,” Edbom said. “Being able to put that grower’s name in our sales materials… that’s powerful.”

ADAMA expects to see higher volume around this particular product launch. Before partnering with INTENT, ADAMA relied on gradual soft launches to gain traction with limited product supply. “Now we have the confidence to begin filling orders right out of the gate,” Edbom smiled.

A Bright Future

Agriculture is the ultimate team sport, and for ADAMA, teaming up with INTENT proved to be a game-changer. Edbom’s advice: “Prioritize the people and partners who can get you the best possible data – you’ll never regret your decision.”

ADAMA’s strong pipeline already has them scheming about some of INTENT’s other capabilities. “We know that field trials are just the beginning. There’s a suite of very interesting applications there that we can link together to create a bridge straight to a farmgate.”

Learn more about growing your business with INTENT at intent.ag.