We have recently launched a large new products development program for the next 5 years. We hope to launch some of those solutions very soon.
Like all industries, agriculture is certainly one of the most affected by the crisis caused by the COVID-19 pandemic in the world. What is your view of the situation and how did you manage to adjust your business in a short time?
Demand for food is basic so food production – agriculture – must continue. However, we have seen profound changes in global agriculture patterns: 40% reduction in wine consumptions (restaurants, bars, hotels…) which directly affects growers, restriction on grains and fresh produce exports, shifting back from globalization to localization, shortage of farm labour, disrupted supply chains and broken logistic routs due to closed borders, to name a few. We in ADAMA have reacted immediately by ensuring the safety of our people while remaining fully committed to our customer’s needs. Our teams have used their utmost creativity and commitment and ensured continues service to our customers, in spite the almost impossible environment. We have shifted our marketing into the digital space, reaching out to our customers and communities. In spite the fact that the pandemic period covered the peak of our selling season, we have managed to perform as per our plans.
ADAMA, being an Israeli based company within the famous “start-up nation”, is deeply involved in all those future directions through a new and exciting R&D collaborations
Does Adama bring technology and innovation in the field of agriculture? What is currently in focus?
By now, the AgroChemical industry has managed to provide a solution to almost any crop protection problem exists. Authorities increase their pressure on the industry to reduce the use of chemicals and farmers demand simple, quality and economical solutions. This business environment dictates a different innovative approach than the old-fashion new molecule development. This includes sophisticated delivery systems that can bring the same result with only a fraction of the active ingredient, formulation and packaging Ideas from other industries, etc. One of the biggest innovation potentials seems to be on coupling agriculture practices with high-tech. This is a very wide area that includes the use of advanced digital sensing technologies, individualizing every single plant rather than the whole field, or the use of drones and other digital vehicles to optimize the use of traditional field operations such as herbicide spraying, field monitoring for water and nutrients deficiencies, etc. ADAMA, being an Israeli based company within the famous “start-up nation”, is deeply involved in all those future directions through a new and exciting R&D collaborations.
With the proximity of our Serbian expertise, know-how, similar business practices, culture and language (in most cases…), we will make Serbia a regional hub and grow our business significantly
Slogan Listen.Learn.Deliver. sounds like a strong motivational message you send, do you think it can be applied in everyday life?
I love this slogan especially because of the word “Listen”. Delivering is about execution, learning is a process, but Listening is an art. So the first and most critical step in this chain, is a true objective listening to the farmers, consumers, customers, understand their pain points, difficulties, listening to our people as well … than take what we have heard, proposing tailor-made solutions and finally – execute and deliver! I can testify that acquiring this amazingly simple human ability to stay still and fully listen, has positively affected my everyday life quality
Can you tell us about the plans in Serbia? What are the future steps?
We have recently expanded our territory from Serbia and Bosnia to Croatia, Slovenia, N. Macedonia and Albania. With the proximity of our Serbian expertise, know-how, similar business practices, culture and language (in most cases…), we will make Serbia a regional hub and grow our business significantly. ADAMA has recently launched a large new products development program for the next 5 years. We hope to launch some of those solutions very soon.