What Loveland Products, Inc does

Loveland Products, Inc. is a U.S.-based agricultural inputs manufacturer and a wholly-owned business unit of Nutrien Ltd. (NYSE: NTR), founded in 1990 and headquartered in Loveland, Colorado. The company develops and sells a broad portfolio of high-performance crop inputs across four core categories: crop protection (herbicides, fungicides, insecticides, cotton defoliants and plant growth regulators), plant nutrition (at-plant, nitrogen management, in-season, stress management, and dry fertilizer enhancements), adjuvants (drift reduction, surfactants, water conditioners, oils, organosilicones, Leci-Tech, spreaders/stickers), and seed treatment (insecticides, fungicides, polymers, inoculants, biological and nutritional enhancements). Underlying the portfolio is a set of proprietary technology platforms — including C2 (extracted carbon/carbohydrate), Acetate, Biocatalyst, Marine-Based, Stabilized Silica (SST), Reacted Carbon (RCT), and Nutrient Solubilization (NST) — as well as patented plant growth regulators (RADIATE and CONSENSUS) and a growing Biosolutions line spanning biostimulants, biocontrol, and biofertilizers.

The company generates revenue through one-time sales of these agricultural input products, with over 100 SKUs across the portfolio and 20+ new products launched for 2026 (including AQUA FORCE for water-use efficiency and Terramar biostimulant). All Loveland Products labels are distributed exclusively through Nutrien Ag Solutions in North America, supported by field sales, crop consultants, and agronomy teams, while international reach is delivered through subsidiaries (Loveland Products Canada Inc., Loveland Agri Products in Australia) and Nutrien Ag Solutions offices in Argentina, Brazil, Chile, and Uruguay. The end customer base is highly fragmented — individual row-crop growers (corn, soybeans, wheat, cotton) and professional non-crop users — accessed indirectly via the parent's retail and dealer network, with grower engagement supplemented by digital tools such as the Nutrient ROI Calculator, Nutrient Removal Calculator, and Soil Maps on the eKonomics platform.

Name

Loveland Products, Inc

Legal name

Loveland Products, Inc.

Website

https://lovelandproducts.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

Loveland Products is a Nutrien-owned U.S. agricultural inputs manufacturer offering crop protection, plant nutrition, adjuvants, seed treatments, and biosolutions across proprietary chemistry platforms, distributed exclusively through the Nutrien Ag Solutions retail network to row-crop growers in North America and select international markets.

Ownership category

akta.pro rank

Product category

Agricultural Inputs

NAICS

Pesticide, Fertilizer, and Other Agricultural Chemical Manufacturing (3253), Pesticide and Other Agricultural Chemical Manufacturing (32532), Nitrogenous Fertilizer Manufacturing (325311)

SIC

Agricultural Chemicals (2870), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Fertilizer & Micronutrient Formulations (NPK blends, chelates, suspensions) (AFABAIAB)

akta.pro secondary industries

Biostimulant-Enhanced Fertilizers (Humic/Fulvic, Amino Acids, Seaweed Blends) (AFABACAK), Tank Mix Aids & Emulsifiers (Coupling Agents, Solubilizers, Emulsifiers) (AFABAGAH), Biological Seed Treatments & Inoculants (within Biologicals) (AFABAEAL), Organic Adjuvants & Spray Aids (OMRI Surfactants, Stickers, Oils) (AFABAKAL), Seed Inoculants & Biological Seed Enhancers (Rhizobia, Mycorrhizae, PGPR) (AFABAFAJ)

Keywords

• Crop protection products
• Plant nutrition solutions
• Agricultural adjuvants
• Seed treatment chemicals
• Crop biosolutions

Headquarters

HQ city

Loveland

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales

Revenue model

1. Agricultural Input Products: Loveland Products generates revenue through the sale of high-performance agricultural input products including seed treatment products (insecticides, fungicides, polymers, inoculants, biological enhancements, nutritional enhancements), plant nutrition products (at-plant, nitrogen management, in-season, stress management, early season post, dry fertilizer enhancements), adjuvants (drift reduction, Leci-Tech, oils, organosilicone, soil surfactants, spreaders/stickers, surfactants, utility, water conditioners), and crop protection products (herbicides, fungicides, insecticides, cotton defoliants/PGRs).

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Loveland Products, Inc. develops, manufactures, and sells a complete line of high-performance agricultural input products organized into four categories: crop protection (herbicides, fungicides, insecticides, cotton defoliants/PGRs), plant nutrition (at-plant, nitrogen management, in-season, stress management, dry fertilizer enhancements), adjuvants (drift reduction, oils, organosilicone, soil surfactants, water conditioners), and seed treatment (insecticides, fungicides, polymers, inoculants, biological enhancements). The company also offers a biosolutions portfolio including biostimulants, biocontrol, and biofertilizer products. All products are backed by proprietary technology platforms and distributed exclusively through the Nutrien Ag Solutions retail network.

Product overview

Loveland Products, Inc. offers a complete line of high-performance agricultural input products organized into four main categories: Crop Protection (including Cotton Defoliants & PGRs, Fungicides, Herbicides, and Insecticides), Plant Nutrition (including At-Plant, Dry Fertilizer Enhancements, Early Season Post, In-Season, Nitrogen Management, Stress Management products), Adjuvants (including Drift Reduction, Leci-Tech, Oils, Organosilicone, Soil Surfactants, Spreaders & Stickers, Surfactants, Utility, and Water Conditioners), and Seed Treatment (including Insecticides, Fungicides & Polymers, Inoculants & Biological Enhancements, Nutritional Enhancements, and Seed Protection Premix Products). The portfolio includes proprietary technology platforms such as C2 Technology for carbon extraction, Acetate Technology, Biocatalyst Technology, and Nutrient Solubilization Technology. Key product brands include DYNA-SHIELD for seed treatments, AWAKEN for seed nutrition, NUTRISYNC for micronutrients, and REAX for in-season nutrition. The company also offers a comprehensive Biosolutions line including Biostimulants, Biocontrol, and Biofertilizer products. Loveland Products is a business unit of Nutrien Ag Solutions, the exclusive distributor of Loveland Products' labels in North America.

Differentiator

Problem solved

Functional benefit

Brands

• DYNA-SHIELD: Seed treatment product line including insecticides, fungicides, polymers, and premix products
• AWAKEN
• RADIATE
• ACCOMPLISH
• CONSENSUS
• BLACKMAX
• TERRAMAR
• Leci-Tech
• NUTRISYNC
• N-FINITY
• QUICK ULTRA
• LEVITATE
• CHOICE
• DELTA COMPLETE
• EQUITY VAYO

Products and services

• Crop Protection Products Complete portfolio of crop protection solutions including Cotton Defoliants & PGRs, Fungicides, Herbicides, and Insecticides for agricultural growers.
• Plant Nutrition Products Complete portfolio of plant nutrition solutions including At-Plant, Dry Fertilizer Enhancements, Early Season Post, In-Season, Nitrogen Management, Stress Management, and Technologies for crop nutrition.
• Adjuvants Complete portfolio of adjuvant solutions including Drift Reduction, Leci-Tech, Oils, Organosilicone, Soil Surfactants, Spreaders & Stickers, Surfactants, Utility, and Water Conditioners for spray applications.
• Seed Treatment Complete portfolio of seed treatment products including Seed Treatment Insecticides, Fungicides & Polymers, Inoculants & Biological Enhancements, Nutritional Enhancements, and Seed Protection Premix Products.
• Biosolutions Portfolio Global biosolutions portfolio delivering innovative solutions that support plant health, resilience, and performance, including Biostimulants, Biocontrol, and Biofertilizer products.
• AQUA FORCE Water use efficiency product designed for center pivot irrigation systems to enhance water distribution, retention and infiltration, supporting optimal moisture in the soil profile for growers reliant on groundwater sources such as the Ogallala Aquifer.
• RADIATE Plant growth regulator combining IBA (Indole-3-Butyric Acid) and kinetin in optimized balance to develop longer, stronger, healthier roots that improve nutrient uptake and early plant performance.
• CONSENSUS Innovative seed treatment containing EPA-approved Plant Growth Regulator technology designed to promote early germination, quicker root development, and stimulation of Systemic Acquired Resistance (SAR) stress resistance.
• TERRAMAR Biostimulant combining potassium acetate and seaweed extract that improves nutrient uptake, enhances CEC and chelation, delivers metabolic compounds, and enhances microbial activity in the rhizosphere.
• Black Max WSG Carbon-based soil technology using extracted carbon granules that can be blended into any dry fertilizer program to increase nutrient uptake and reduce plant stress.
• Atlas/Titan Products designed for unlocking soil nutrient potential, driving better root growth and development by enhancing nutrient use efficiency.
• Pervade Adjuvant specifically designed for residual herbicides.
• ACCOMPLISH MAX Combines a proprietary biocatalyst which drives nutrient mineralization plus natural Marine-Based Technology to improve crop tolerance to abiotic stresses.
• DELTA COMPLETE Drift Reduction Adjuvant and Volatility Reduction Agent specifically formulated for over-the-top dicamba chemistries.
• NITRAIN EXPRESS 3.0 Nitrogen stabilizer containing NBPT and proprietary fertilizer Biocatalyst Technology that reduces volatility of surface-applied nitrogen.
• EQUITY VAYO Six-way insecticide plus fungicide seed treatment for soybeans with multiple modes of action.
• DYNA-START 3P+ Soybean seed treatment combining EPA-approved Plant Growth Regulator, bio fungicide, and rhizobia inoculant technology.

Quantifiable outcome

• Average yield increase of 9 bushels per acre in corn in field trials
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• Nutrien Ag SolutionscoreChannel Partner/ Reseller/ DistributorNutrien Ag Solutions is the exclusive distributor of Loveland Products' labels in North America. This partnership provides Loveland Products with unmatched retail reach across North America. Nutrien Ag Solutions offers local agronomic support, technical training, and quality products around the globe. The combination of high performance, high quality, competitively priced products with the knowledge and service from the Nutrien Ag Solutions team makes Loveland Products a good value for any operation.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Corteva Agriscience: Global crop protection and seed company with a portfolio of herbicides, insecticides, fungicides, and seed-applied treatments directly comparable to Loveland's crop protection and seed treatment categories.
• Syngenta Group: Global crop protection and seeds major with overlapping product lines in herbicides, fungicides, insecticides, seed treatment, and an expanding biologicals portfolio — a direct competitor across Loveland's core categories.
• FMC Corporation: Specialist crop protection company with portfolio of insecticides, herbicides, and fungicides, plus a fast-growing plant health and biologicals business — overlapping directly with Loveland's crop protection and biosolutions segments.
• ADAMA: Global off-patent crop protection manufacturer with deep generic herbicide, insecticide, and fungicide portfolio; directly competes with Loveland's growing share of generic chemistry launches.
• UPL Limited: Global crop protection and biosolutions company with a broad portfolio of post-patent AIs and an aggressive biologicals build-out, comparable to Loveland's combined chemistry and biostimulant strategy.
• Nufarm: Crop protection and seed technology company with portfolios in herbicides, fungicides, insecticides, and seed treatments; competes in many of Loveland's core categories globally, including adjuvants.
• AMVAC Chemical Corporation: Specialty crop protection and custom formulation manufacturer serving row crops with herbicides, insecticides, fungicides, and plant growth regulators; closest U.S. mid-market direct peer to Loveland's portfolio mix.

Broad incumbents

• Bayer Crop Science: Broad incumbent offering crop protection, seeds, traits, and digital agriculture; competes with Loveland across crop protection chemistry, seed treatments, and digital agronomy tools (Climate FieldView analogue to eKonomics).
• BASF Agricultural Solutions: Major crop protection incumbent with fungicide, herbicide, and insecticide portfolios plus a biologicals pipeline; overlaps with Loveland's crop protection and biosolutions segments.

Emerging players

• Novonesis (Novozymes): Biological solutions major formed from Novozymes and Chr. Hansen; competes in biostimulants, biocontrol, and biofertilizer — Loveland's emerging Biosolutions segment directly overlaps with Novonesis's microbial and enzyme portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lovelandcafe
• YouTubeyoutube.com/user/lovelandproducts
• Facebookfacebook.com/lovelandproducts
• LinkedInlinkedin.com/company/loveland-products-inc
• Instagraminstagram.com/lovelandproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Loveland Products, Inc