Yara International
Yara recognized opportunity to create mutualistic relationships by providing information, decision support, and optimization services alongside fertilizer products.
Norwegian fertilizer company with revenues of $13.9 billion (2024) that has evolved from transactional fertilizer sales toward mutualistic farmer partnerships through precision agriculture services.
Yara recognized opportunity to create mutualistic relationships by providing information, decision support, and optimization services alongside fertilizer products. This includes soil and crop monitoring, digital decision support (Yara Megalab, Atfarm, FarmOS), agronomic advisory services, and sustainable farming programs.
The model demonstrates how commodity producers can create value through information and services, transforming transactional sales into collaborative relationships where supplier success depends on customer success.