From Afterthought to Essential: Fred Nichols on the Micronutrients Market

In a recent interaction with CropLife, Fred Nichols, Chief Marketing and Sales Officer at Huma, shared his views on the micronutrients market. His key thoughts were featured in a special report that highlights how these essential nutrients are rapidly gaining recognition in the agriculture industry.

Micronutrients play a key role in promoting the strong, steady growth of crops that produce higher yields and increase harvest quality. Below you can read Fred’s response to the complete set of questions posed by CropLife, focusing on the current state of the micronutrients market, the challenges it faces, and the opportunities that lie ahead.

Q1. What were your expectations for micronutrients in 2024 and were they met?

When you think about it, the evolutionary path of micronutrients is similar to what we’ve seen with soybeans. Historically speaking, neither garnered top attention from growers. Now, on many farms, soybeans are planted ahead of corn and receive the same intensive management focus. While micros still may not share the spotlight with macros, they are no longer after thoughts. All of the 4Rs are being fine-tuned to optimize micronutrient investments.

Q2. How has the role of micronutrients changed over the past couple of years?

We need to stop thinking of micronutrients in the general sense and see them as specific tools to help you build your crops. This is where the 4Rs come into play. Whether it’s emergence, stalk strength, hormone balance, or fruit sizing, micronutrients can play a key role in optimizing plant functions and structure.

Q3. How has science/technology behind micronutrients changed over the past several years? 

As technology and production practices progress, the 4Rs are more relevant than ever before. Applying the right source at the right time with the right rate at the right place is critical with the right technology. The right source being carbon-based products. Chelated micronutrients are no longer the only form of micronutrients to be able to get into the plant. Carbon-based micronutrients have made a big splash. Tissue and Sap analyses before and after application are important to dial in exactly what the crop needs when it needs it. Retailers and farmers are rapidly adopting more sophisticated testing and measurements. We no longer hope for the best. We plan for it. We’ve entered a new age of building technology (drone application for spot treatment, sap analysis, etc.) into our fertility programs.

Q4. What trends are currently driving the micronutrients marketplace?

Timing is key when it comes to micronutrients. In many cases, if you haven’t gotten the results you’re looking for, it may be due to missing the optimum application windows. Careful scouting plays a big role, but so does your delivery system. Our micro-carbon technology delivers micronutrients to the plant within one hour. Helps with 4Rs, rainfast. That’s how you maximize your micros investment.

Q5. What are the biggest challenges to growing the micronutrient market?

Achieving balance. We want farmers to understand the significance of holistically and cost effectively improving their soil and crops via balancing their total crop health and nutrition program, including micronutrients. Farmers are recognizing that continuing to rely on large quantities of salt-based, synthetic products is not the path to prosperity. We need to stop working the soil and start working with it. Carbon-based products are a big part of the solution.

Q6. What are the biggest opportunities for the micronutrient market?

Much like us, if we eat healthy foods, exercise, sleep right, and have a strong mental fortitude… we aren’t as dependent on pharmaceuticals as those that survive on a poor quality of life eating fast food 3 times a day. A big opportunity we see is when retailers and farmers can reduce synthetic pesticides by improving soil health and boosting crop functions and defenses. This is where micronutrients can shine.

Q7. What are your expectations for the 2025 season?

The regenerative ag movement and the dramatic focus towards improving soil biology and soil health will impact the future micronutrient marketplace. No longer are farmers in the reactive phase of their crop nutrition. Progressive farmers are feeding their soil biology which in turn feeds their crops. The big focus on preventing hidden hunger and yield drag has come full circle to help drive the micronutrient market.

Q8. What else do our readers need to know about the micronutrient market?

Foliar sprays are often viewed as the preferred application method of micro, and for good reason. However, at-planting applications should also be considered. In our testing this year, we’ve observed excellent crop emergence, stands and vigor by using micronutrients at planting.

Huma offers a comprehensive range of conventional and organic micronutrients. Contact your Huma sales representative for more information on how you can use them to boost your plant health.