#Spain #Madrid #Agricultural Innovation #Rovensa Next #Biosolutionize Agriculture

Rovensa Next Takes Center Stage at Fruit Attraction 2026

Rovensa Next, a global leader in agricultural biosolutions, unveiled its advanced campaign, Biosolutionize Agriculture, during the 2026 Fruit Attraction event in Madrid. This next phase is keenly focused on addressing the pressing challenges farmers face today. Under the tagline "Real Challenges. Proven Biosolutions", the campaign prioritizes the specific needs of farmers, bolstered by agronomic expertise, field data, and integrated biosolution strategies.

This up-to-date framework is crucial, as it analyzes approximately 30 specific challenges that farmers encounter, which include climate-related stress, pest pressure, soil degradation, inefficient nutrient use, crop quality, profitability issues, and the wasteful consumption of resources. It emphasizes a shift towards a more consultative model where client needs are central to developing biosolutions.

Highlights of the campaign include a robust methodology to address heat stress and drought challenges, showcasing practical solutions that have demonstrated effectiveness in reducing irrigation volume by 7.05 cubic meters per hectare while simultaneously increasing the active root surface area by 16%.

Understanding the Challenges

As agriculture grapples with increasingly complex pressures, such as severe weather phenomena, a survey conducted by McKinsey (2026) revealed that 45% of farmers globally cite extreme weather as their foremost concern, with this percentage rising to 58% in Latin America. Moreover, a study published in Nature Climate Change estimates that climate change has decreased global agricultural productivity by roughly 21% since 1961.

Riccardo Vanelli, the Chief Innovation and Strategy Officer at Rovensa Next, highlighted that contemporary agriculture demands a multifaceted approach. “Farmers are confronted with a multitude of simultaneous challenges, including water scarcity, heat and drought stress, soil degradation, and pest pressures, among others. Our role is to transform these real challenges into comprehensive biosolution strategies grounded in evidence-based agronomy and tailored assistance,” he stated.

The company’s research categorized these challenges into five major themes:
1. Climate and abiotic stress
2. Pest and disease pressure
3. Soil degradation and nutrient inefficiency
4. Performance, quality, and profitability pressures
5. Inefficient resource usage

This structured approach allows for a more integrated and specific response to agricultural challenges, combining agronomic insights with field evidence and complementary biosolutions.

Connecting Global Challenges with Local Realities

Farmers face heightened risks of crop loss during critical phenological stages, increased variability in annual yields, and a greater dependency on irrigation due to the escalating climate crisis. The impact of these challenges varies significantly depending on geographic location and production systems, ranging from fluctuating margins in the citrus sector across Mediterranean countries like Spain and Italy to yield variability in Midwestern corn rotations in the U.S. or the prolonged drought cycles affecting soybean margins in Brazil.

“The days of recommending a single product for a specific issue are over,” Vanelli noted. Instead, Rovensa Next aims to equip farmers, distributors, and clients with the knowledge and expertise to understand the interplay of various factors throughout the growing season, enabling them to develop comprehensive biosolution strategies tailored to each crop, production system, and regional context.

During the event, Rovensa Next illustrated this consultative approach through a practical example of strategies to combat water scarcity, soil degradation, and abiotic stress. These interconnected challenges are now more prevalent amid unprecedented heat waves and prolonged droughts affecting key agricultural regions across Europe, North America, and beyond. The initial signs of stress, such as reduced nutrient absorption and inhibited root growth, can limit crop yields before any visible symptoms manifest in the fields.

Innovative Solutions for Agricultural Resilience

To combat soil degradation, the company emphasized the critical importance of enhancing root systems and soil functionality. Solutions such as TurboRoot® have shown to improve fine root development, yielding an 18% increase in dry matter yield and a 19.3% boost in forage energy per hectare. Furthermore, Humifirst® significantly enhanced nutrient availability, achieving 10% higher yields despite a two-thirds reduction in phosphorus application, illustrating how optimizing nutrient use can sustain crop performance while minimizing fertilizer reliance.

Transformer® was showcased for its ability to enhance water retention, reducing irrigation volume while Wiibio®, a biofertilizer, revitalized soil biology, increasing microbial biomass by 70%. Additionally, Phylgreen® aids farmers in transitioning from reactive to preventive stress management strategies, empowering natural plant responses.

Proactive crop protection strategies were also introduced to minimize disease risk before infections take hold. Rovensa Next’s orange oil-based solution demonstrates its effectiveness in controlling pests such as grape downy mildew and thrips in bulb crops, achieving up to 75.7% efficacy and an average of 60.2% effectiveness, respectively.

This initiative reflects Rovensa Next's commitment to providing distributors and farmers with a comprehensive portfolio of biosolutions, delivering holistic and integrated strategies tailored to the real-world challenges in agriculture.

Comprehensive Customer-Centric Approach

The evolution of the Biosolutionize Agriculture campaign signals a holistic ecosystem aiming to significantly enhance global customer service levels. This model integrates all of Rovensa Next's capabilities—from scientifically-backed biosolutions to field expertise and agronomic knowledge. By unifying these pillars, the company ensures that its advisory model transcends basic product recommendations to offer integrated strategies tailored to the unique pressures faced by various crops in different geographical areas.

Rovensa Next is concurrently enhancing the skills and capabilities that support its customer service operations. Their global capacity-building initiative boasts an AI-driven knowledge platform featuring over 10,000 internal articles and insights from more than 4,000 trials, organized by crop and geographic region. This platform equips teams with verified scientific information to back more relevant and evidence-based recommendations.

Additionally, the Rovensa Next Training Academy enhances team understanding of operational contexts and customer challenges, allowing for more suitable and personalized biosolution strategies.

Through this unified framework, Rovensa Next empowers local teams to effectively link global agricultural challenges with the realities faced in the field. This science-backed approach provides farmers and distributors with the effective solutions needed to optimize agricultural inputs, mitigate stress, lessen reliance on synthetic products, and ultimately drive long-term sustainability and profitability in farming operations.

About Rovensa Next

Rovensa Next is the world's leading provider of biosolutions for agriculture, employing over 2,200 staff across more than 90 countries. The company’s extensive network comprises 39 R&D laboratories, centers of excellence, field trials, greenhouses, and 12 production plants, and boasts over 170 collaborations with research centers and universities alongside 100 specialists in R&D and innovation.

Rovensa Next offers the most extensive biosolutions portfolio in the sector, including biostimulants, biofertilizers, bionutrition products, biocontrol, and adjuvants. They focus on innovative agricultural technologies and practices to provide their distributor partners and farmers with comprehensive solutions that aim to enhance profitability, increase yield, and maximize outcomes.

The company emerged from the integration of twelve pioneering firms in sustainability, each with decades of success in biosolutions including Agrichembio, Agro-K, Agrotecnologia, Cosmocel, Idai Nature, Microquimica, MIP Agro, Oro Agri, OGT, Rodel, SDP, and Tradecorp. For more details, visit www.rovensanext.com.