CropLife Retail Week: Why Education Is Still Key for Advancing the Biologicals Market

Abstract

Publication: CropLife

At the Salinas Biological Summit 2024, Dr. Pam Marrone, Co-founder & Executive Chair of Invasive Species Corporation, emphasized the need for better market evaluation and grower education in the biologicals sector. She noted that many startups focus on similar products without true differentiation, leading to limited market impact.

Marrone addressed industry skepticism, acknowledging that early experiences with biologicals have left some farmers unconvinced of their efficacy. She stressed that education is key to increasing adoption. She also highlighted emerging innovations, including peptides and RNA interference-based solutions, which could revolutionize biological pest control.

Additionally, Marrone cautioned against prioritizing technically easy products over those that truly meet grower needs. While AI and machine learning are improving biological discovery, their market impact is still evolving. Her presentation underscored the critical role of education and innovation in shaping the future of biologicals in agriculture.