How Ag Giants Are Rewriting the Rules with Biologicals
By Lauren Milligan, Content Specialist, AgriBusiness Global
As global agriculture faces mounting pressure to become more sustainable, biologicals are emerging as critical tools in the modern grower’s toolkit. Major agribusinesses like Syngenta and Corteva, once synonymous with synthetic crop protection, have led the charge to integrate biologicals into their portfolios—but how is it working out?
This shift is not just about product diversification. It’s a fundamental transformation in how companies develop, sell, and support crop solutions.
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Tank Mix 2.0: Why Agrochemical Giants Are Pairing Biology with Tradition
For decades, crop protection was dominated by synthetic chemicals. Today, companies are rethinking that model by combining biologicals with traditional chemistries to enhance plant health, resilience, and yield.
Syngenta learned early on that marketing biologicals required a different approach than synthetics. After acquiring Valagro, a leading biostimulant company, Syngenta discovered that demonstrating the value of biologicals demands more nuanced, in-season engagement.
“The effects of plant biostimulants may affect many plant processes that may be more nuanced and require field visits at the appropriate times to demonstrate,” says Joe Ben Bogle, Seedcare and Biologicals Lead at Syngenta.
This insight led to the creation of a local Biological Specialist support model to provide hands-on guidance and conduct on-farm trials.
“The effects of plant biostimulants may affect many plant processes that may be more nuanced and require field visits at the appropriate times to demonstrate.” – Joe Ben Bogle, Syngenta
Corteva, which has invested $1.5 billion in biologicals acquisitions, also emphasizes integration. Rather than replacing chemistry, Corteva positions biologicals as complementary tools.
“We believe that biologicals will not replace synthetic chemistry,” says Brooks Coetzee, Business Partner for Corteva. “By combining these comprehensive solutions, we offer a way to enhance plant health and productivity.”
However, integration does not come without challenges. The Centre for Agriculture and Bioscience International (CABI), which supports smallholder farmers through its PlantwisePlus program, highlights that biologicals often have unique issues to manage, including limited shelf life, regulatory hurdles, and perceived lower efficacy.
“The most prominent barriers... revolve around an informational and a policy component,” says Dr. Robert Malek, Pesticide Risk Reduction Expert at CABI.
Farmers need education and technical support to adopt these knowledge-intensive tools effectively.
Rewiring the Ag Mindset: How Corporations Are Embracing a Biological Culture
Transitioning from a chemical-centric business model to one that embraces biologicals requires more than new products—it demands cultural change.
At Syngenta, the acquisition of Valagro brought together two science-driven organizations.
“Valagro has a research-focused culture with a strong emphasis on biological product design using rigorous methodologies. This culture goes well with Syngenta's science-first culture,” Bogle says.
The integration was smooth in part because employees were eager to learn and adapt. Training programs helped sales and research teams understand how to position biologicals alongside traditional products.
Corteva similarly emphasizes that its commitment to innovation and farmer-centric solutions made the cultural shift more seamless.
“Delivering innovation is the cornerstone of our work,” Coetzee said, noting that it invests nearly $4 million daily in sustainable innovation. This mindset helped Corteva align its R&D, sales, and sustainability teams around a shared vision of integrated crop solutions.
CABI, an inter-governmental not-for-profit organization, offers a unique perspective on cultural adoption. Through its PlantwisePlus program, CABI promotes integrated pest management (IPM) by training “plant doctors” who provide tailored advice to farmers.
“Successful adoption of integrated management doesn’t solely depend on formal education, but rather on practical, context-specific learning,” Malek says.
This grassroots approach has led to 6.5 million farmers adopting sustainable practices across 618,461 hectares.
“We believe that biologicals will not replace synthetic chemistry. By combining these comprehensive solutions, we offer a way to enhance plant health and productivity.” – Brooks Coetzee, Corteva
Selling Science: The New Art of Marketing Microbes
Selling biologicals is fundamentally different from selling chemicals. It requires more education, trust-building, and demonstration of value.
Syngenta adapted its sales model to include biological specialists who support local trials and provide technical expertise. This consultative approach helps growers understand not just what to apply, but also why and when. Similarly, Corteva has leaned into field trials and farmer engagement, running tests across 150,000 acres for products like Utrisha N to prove efficacy and build confidence.
Both companies also recognize the value of partnering with smaller, innovative firms. These collaborations allow them to access new technologies and accelerate product development. For example, biologicals like mycorrhizal fungi from smaller partners are being integrated into Corteva’s soil health offerings, such as MycoUp.
However, CABI warns that some companies still fall into the trap of promoting products rather than systems.
“Company messaging still focuses on product promotion rather than system thinking,” Malek says. Real progress, he argues, comes when companies treat IPM as a core business strategy, not just a marketing add-on.
“Successful adoption of integrated management doesn’t solely depend on formal education, but rather on practical, context-specific learning.” – Robert Malek, CABI
The Road Ahead: Biology, Chemistry, and the Future of Farming
The integration of biologicals into agribusiness is no longer a niche trend; it’s a strategic imperative. As Syngenta, Corteva, and CABI demonstrate, success depends on more than just innovative products. It requires rethinking sales models, investing in education, fostering cultural change, and building partnerships across the agricultural ecosystem.
Looking ahead, the companies that thrive will be those that embrace biologicals, not as replacements for chemistry, but as partners in a more sustainable, resilient, and productive agricultural future.
