Efficiency, sustainability and environmental concerns are driving farmers to examine their choice of fertiliser more closely. That's according to feedback from a multi-national tour of farm events by ICL Growing Solutions.

Following the successful launch of the company's Ferti-Tour in France in 2023, this year saw it roll the initiative out across France, Spain, Italy and Portugal. Utilising cutting-edge technology like virtual reality, the tour sought to improve farmers' understanding of how new fertilisers and biostimulants work, and to learn more about agricultural challenges in each region.

"We visited more than 50 events over the course of 24 months, speaking to thousands of farmers and supply chain partners," said Tal Sadeh, Global Marketing Manager at ICL Growing solutions.  "In total, our Ferti-Tour vehicles covered thousands of miles and reached farmers managing enormous number of hectares."

The feedback from farmers was remarkably similar in each region: Nutrient use efficiencies, carbon footprints, product sustainability and water efficiencies were common issues raised. "There is a growing global interest in organic crops and sustainable agricultural products, driven by consumer demand, environmental concerns, and policy goals," said Mr Sadeh.

This meant there was considerable interest in ICL's range of water-soluble fertilisers, controlled release fertilisers with biodegradable coatings, and biostimulants - which improve the crop's response to nutrition while also combating abiotic stress.

"We used novel interactive technology to help farmers to visualise how these products physically work in the soil and plant at a cellular level," explained Mr Sadeh. "Farmers also appreciated one-to-one meetings with our local agronomists to discuss tailored solutions to suit their farm, budget, and expected return on investment."

Clearly, different crops and regions have different needs, so the tour covered everything from grape growing in Abruzzo to kiwis, rice and tomatoes in other parts of Italy. In Portugal crops included grapes, maize, citrus and avocadoes, while in Spain they covered forestry, olives, peppers, courgettes and asparagus. In France, more field crops are grown, so here the tour focused on maize, wheat, oilseed rape and potatoes.

"The days of blanket fertiliser applications are long gone," said Mr Sadeh. "Now, farmers are using a combination of scientifically proven biostimulants and novel fertiliser products to improve plant health, yields, and quality.

"Ferti-Tour is a unique way to disseminate our latest innovations, designed to empower farmers to make informed decisions, maximise productivity, and contribute to a more sustainable and resilient food chain."

For more information visit www.icl-group.com.