{"id":24418,"date":"2024-09-10T14:59:57","date_gmt":"2024-09-10T18:59:57","guid":{"rendered":"https:\/\/agro-100.ca\/?p=24418"},"modified":"2026-10-14T13:58:32","modified_gmt":"2026-10-14T17:58:32","slug":"a-return-to-roots","status":"publish","type":"bibliotheque","link":"https:\/\/stg.agro-100.ca\/en\/library\/a-return-to-roots\/","title":{"rendered":"A return to roots for Agro-100"},"content":{"rendered":"\t\t
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In 2019, Agro-100 began a major strategic shift. For the Joliette-based company, which specializes in manufacturing and marketing fertilizers for the agricultural sector, it was in a way a return to its roots: gradually stepping away from its role as a retailer and distributor to refocus on its manufacturing activities.<\/p>\n

\u201cOver the years, we drifted toward a business model that wasn\u2019t really ours. We simply wanted to get back to our X,\u201d says St\u00e9phane Beaucage, President and General Manager of this SME, whose products are used in field crops as well as in vegetable, fruit and potato crops.<\/p>\n

Fertilizer manufacturing has always been part of the DNA of this company founded in 1990. To meet other needs of its customers, however, Agro-100 had also become a distributor and retailer of seed, pesticides and certain fertilizers complementary to its own products. Today, the company is instead focusing its efforts on developing, manufacturing and marketing its own products through a network of retailers in Canada, the United States and Mexico.<\/p>\n

A two-headed monster<\/h4>\n

Over time, Agro-100 gradually adopted a \u201cone-stop shop\u201d model to better serve its customers. However, the company realized that it was spending a lot of energy selling products that were not its own, with margins that did not compare with those of its own products.<\/p>\n

This reflection led the organization to return to its core strengths. Agro-100 has always focused on innovation and can count on a team of agronomists, chemists and technicians who devote a large part of their work to researching and developing new products.<\/p>\n

The decision to return to basics and build on its competitive advantages therefore came naturally. This refocusing also helped the company become more aware of its strengths and clarify its positioning.<\/p>\n

Acquisition and growth<\/h4>\n

This reset also led Agro-100 to acquire Axter Agroscience, a Saint-Hilaire company specializing in liquid fertilizer products that include biostimulants.<\/p>\n

This acquisition allowed Agro-100 to strengthen its presence in Eastern Canada and consolidate its position in a segment that is set to become increasingly important in the coming years: biostimulants.<\/p>\n

Agro-100 also plans to benefit from a new plant, starting in September 2022, that will allow it to quadruple its liquid fertilizer production. The new facility, set up in an existing building in Joliette, is to be equipped with state-of-the-art equipment.<\/p>\n

These changes also open up new market development opportunities for the company, particularly in Mexico, where Agro-100 has been present for about ten years and already generates nearly 10% of its revenue. The company also wants to strengthen its presence in Western Canada and in the northeastern United States, where it recently made inroads.<\/p>\n

Three questions for St\u00e9phane Beaucage<\/h4>\n