TIMAC AGRO: The virtues of a local model
Every day, 4,100 TIMAC AGRO experts visit more than 20,000 farms around the world. This local network is essential for building trust-based relationships with farmers, but it also plays a crucial role in contributing to innovation and the constant development of the range of products developed and distributed. Pierluigi Sassi, General Manager of TIMAC AGRO Italia, explains…
What specific features and benefits does the TIMAC AGRO model offer?
Our model is based on listening to farmers and observing how they work, and focuses exclusively on enhancing their performance. We work on the principle that every customer has their own issues and expectations, and is therefore likely to benefit from a level of support specific to their needs. For each of its subsidiaries, TIMAC AGRO has built a unique network of representatives who work full time at grass roots level, building and maintaining close partnerships with the full diversity of agricultural industry stakeholders. This network is the cornerstone for the company’s model of local presence.
So how does that model work in Italy?
Today, we have nearly 150 field representatives, 24 regional managers and 10 product managers. But our workforce is constantly expanding to provide the assurance of high-quality service for everyone. By listening carefully to farmers’ needs, they are able to translate those needs into practical solutions and sustainable nutritional strategies.
«Our model fulfils the need for local on-farm support, because we understand that every farm is unique. »
Pierluigi Sassi, General Manager of TIMAC AGRO Italia
How does this approach benefit farmers?
Our model fulfils the need for local on-farm support, because we understand that every farm is unique in terms of its soils, crops, weather conditions, etc. The decision to maintain and even increase our direct presence alongside farmers is the practical implementation of this belief. And many benefits flow from that. Our local presence gives us a very accurate understanding of agronomic needs and the detailed knowledge necessary to make useful recommendations and provide tailored technical support. But at the same time, it also offers us the opportunity to test our innovations and launch them into the market very quickly. Lastly, the reports of our representatives and the feedback they receive from farmers inform the scientific research that provides the basis for development of new solutions. All the synergies combine to create a virtuous circle of innovation.
What essential skills do field representatives offer their customers?
In addition to well-developed interpersonal skills, our sales representatives have a substantial body of agronomic knowledge and the ability to understand and interpret the needs of farmers. It is essential that they can accurately analyse the characteristics of a plot of land and identify key indicators, such as soil condition, root development, field uniformity and crop response to nutritional inputs, for example. Understanding needs like these means we have the information required to suggest appropriate solutions. Today’s farmers have to deal with an increasing diversity of different issues, from agronomy and financial management to regulatory compliance, the challenges of climate change and new agricultural technologies. But it’s impossible for them to become experts in all these areas. And that’s where the support provided by TIMAC AGRO comes into its own. We have a unique in-house training programme covering these and other challenges. Here in Italy, we delivered more than 16,500 hours of such training in 2025. Our representatives can also access an in-service training programme, which averages more than 60 hours per person, per year.
How would you say TIMAC AGRO is perceived by farmers?