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V I L L A C R O P P R O T E C T I O N P T Y LT D Johannesburg-based Villa Crop are market leaders in crop protection products

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Villa CP has focused on the development and registration of “unique commodity” crop protection products, primarily aimed at meeting the specific needs of farmers in South Africa Writer Emily Jarvis Project Manager Callum Philp

ince establishment in 1994, Villa CP has focused on the development and registration of “unique commodity” crop protection products, aimed primarily at meeting the specific needs of farmers in South Africa. The strategic direction of Villa CP is underpinned by a huge annual investment in product research and development. With a dedicated team that strive to be innovative in everything that they do, coupled with the mission to be customercentric and provide rapid response times for customers, the company “endeavour to help customers with all types of enquiries and needs,” André Schreuder, Managing Director of Villa CP proudly says. Villa CP is based in Johannesburg, with a product formulation facility (Fountain Chemicals) located approximately halfway between Johannesburg and Pretoria. The regional head office and warehousing facility is located just outside of Cape Town, in order to better serve the Cape market.

Sustainable Investments

With the establishment of their own formulation facility three years ago, Fountain Chemicals joined the Villa Crop Protection/Exportos group as a manufacturing facility for the group and other interested parties in 2011. A new additional formulation plant for fungicide and insecticides (EC, EW, SC) has since been commissioned in June 2014, as part of a major refurbishment programme to upgrade the facility to meet international ISO standards. “Our ability to develop these unique product mixes [unique mixes of two fungicide active ingredients for example] has been a key way by which Villa CP has managed to stand out in the market,” Schreuder further explains. Presently, a WP plant is also being installed in

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Head Oﬃce and Depot in Kempton Park

an ongoing multi-phase process that promises to further distinguish the company from its competitors.

Securing a Market-Leading position Typically, Villa CP purchases active ingredients from countries such as China and India. The company has a dedicated import logistics department that manage this intricate process. “once the active ingredients are imported, product formulation will be processed at Fountain Chemicals. From here, the ready-formulated products will be shipped to our central warehouse in Johannesburg or our warehouse in Cape Town,” comments Schreuder. In order to secure their position as a leading supplier of crop protection products in the local market, a phased approach has been followed. Firstly, to build a solid portfolio of product registrations and secondly, to ensure the company

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We are currently looking to expand our infield marketing and technical support infrastructure with the appointment of additional field staff”

offer customers the best service in the industry. “In line with this, we are currently looking to expand our infield marketing and technical support infrastructure with the appointment of additional field staff,” cites Schreuder. What’s more is that Villa CP are evaluating expansion options into the north of Southern Africa, which Schreuder is keen to get underway: “Product registrations are being targeted in most of these countries. A partnership model is foreseen in these countries in order to ensure local market knowledge and expertise form part of the ultimate product offer.”

New Product Launches

Along with internal staffing and strategy changes, Villa CP introduces between 40 and 50 new products a year. “In the South African market, our focus is on the expansion of market share in key crops such as grapes,

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Villa Academy Training

citrus, potatoes and deciduous fruits,” affirms Schreuder. An analysis of the crop protection market clearly shows that in particular, the seed treatment market and the use of biological products are in a rapid growth phase. “These are trends that Villa CP will address and develop products specifically targeted for these submarkets,” he adds. Accompanying this ambitious growth is the annual target to grow company turnover by at least 20 percent on the back of this portfolio expansion. “The introduction of our Public Health portfolio is a key project for 2014. The official launch of the new Villa Fly Solutions portfolio consisting of 15 products is earmarked for later this year. This will be followed by the launch of the Villa Turf Solutions portfolio in 2015 and the Villa Industrial portfolio in the latter part of 2015,” Schreuder highlights. Furthermore, Villa CP intend to construct a 5,000m2 warehouse in 2015, which will be followed by another warehouse of the same size in 2016. ultimately, Villa CP foresee healthy growth and Schreuder hopes to command at least a 25 percent share in the local crop protection market: “Ideally, by the time this is achieved, Villa CP will have a comprehensive range of products registered in most of the Southern African countries, marketed by dedicated team of high calibre local distributors.”

Old Chemistry

Villa HQ Reception

For the crop protection industry, the key challenge stems from the dramatic decline in the number of novel new chemical molecule discoveries and subsequent products being introduced globally as Schreuder elaborates: “If there are few new novel chemistry products in the industry, then it can aﬀect the management of weed resistance given a lack of alternative

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SUZHOU EVERFORTUNE CO LTD Suzhou Everfortune Co Ltd, formally known as Sinochem Jiangsu Suzhou I/E Corp, started pesticide export in 1988. With rich currency flow and full set trading approaches, the company has expanded rapidly. We take share of three plants in Jiangsu and Shandong provinces; so we can maintain product high quality and low cost by ourselves. As a professional export company, our aim is to supply customer “one Stop Service.” Tel +86-512-68636128 Email jarychem@188.com

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chemistries to ‘rotate’, in order to prolong the onset of resistance. The consequence of this is that we become more reliant on ‘old’ chemistry. However, with the proper training and research into the use of crop protection products, such as correct usage patterns to prolong the onset of resistance, we can make better use of the crop protection products currently at our disposal.” In order to manage the strain on cash ﬂow as a result of rapid growth, Villa CP are diligently managing their finances in order to ensure business is sustainable. “The key is to not to focus on the short term gains but to invest heavily in the long term welfare of the company by way of an aggressive, albeit costly, product development and registration initiative,” says Schreuder. Although there is ample opportunity in South Africa, the lingering issue of land reform can cause issues in how to

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M A N U F A C T U R I N G

Agriculture is a huge driver for economic growth in Africa, and we want to be a big part of that growth” Dr Andre Schreuder, Managing Director of Villa Crop Protection

approach agriculture locally, and can be a costly process as many farmers seem to be hesitant to invest for the long term at present.

as well as a three year Diploma in Crop Protection,” Schreuder continues: “The target is to introduce the Diploma and Certificate in 2015. We can only develop agriculture in Africa Villa Academy if we have well trained agriculturists to tackle this challenge. We see the The formation of the Villa Academy, Villa Academy as a way to provide a which is to provide quality training on all aspects of crop protection, was practical, hands on training facility. the highlight of 2013 for Villa CP. “It is With 28 experienced lecturers under contract, this facility should be used foreseen that the Villa Academy will to its fullest capacity.” ultimately present approximately 50 Further to this focus on education, two-three day courses. Furthermore, Villa CP also place considerable an application has been made with emphasis on their social welfare the South African Educational projects, with 10 percent of profit Authorities for the accreditation of a one year Certificate in Crop Protection transferred to the purpose-built

Villa Foundation Fund; which is then distributed to various entities in need. As a conducive environment to grow crops in, there is no doubt that Africa will play a much bigger role in global food production in the future. “Agriculture is a huge driver for economic growth in Africa, and we want to be a big part of that growth,” emphasises Schreuder. “As such, our ability to innovate and provide a quick response time to changing market conditions will always play a key role in Villa CP’s success. It is vital that we employ the right people and instil an entrepreneurial spirit into our staﬀ,” he concludes.

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E n q u i r ies Tel (UK): +44 (0) 1603 559 151 Tel (SA): +27 (0) 21 527 0053 ben.weaver@outlookpublishing.com

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VILLA CROP PROTECTION PTY LTD PO Box 10413, Aston Manor, 1630 65 Botes Road, Glen Marais, Kempton Park, South Africa Tel: +27 11 396 2233 / +27 87 740 3490 Fax: +27 86 677 3175