Grupo Sinova

What Grupo Sinova does

Grupo Sinova is a Brazilian agricultural input distributor headquartered in Goiânia (Goiás) with operational roots dating to 2001 in Primavera do Leste, Mato Grosso. The company distributes seeds, fertilizers, crop protection chemicals (defensivos), biological products, and plant nutrition specialties on behalf of major global manufacturers including Syngenta, UPL, Yara, Mosaic Fertilizantes, Koppert, Eurochem, and Cibra, serving rural producers across 10 Brazilian states in the Cerrado region through 67-68 retail stores, 2-3 climate-controlled seed warehouses, and a Barter modality that exchanges inputs for grain with embedded crop marketing advisory. Its technology stack centers on the Portal do Cliente (web and iOS/Android, 500+ recurring users) for order, contract, and credit management, plus the Sissa WhatsApp virtual assistant for customer service. The ownership structure blends strategic corporate investors (UPL 38.96%, Bunge 33.33%) with an international investment fund (Global 26.71%), providing capital, supply, and origination capabilities.

The business model combines one-time product sales (seeds, fertilizers, crop protection, biologicals), transaction-based Barter revenue, and emerging recurring digital services revenue. The go-to-market is sales-led and hybrid: direct field sales with embedded agronomist technical support across crop cycles, channel partnerships with global input manufacturers, and digital self-service via the Portal do Cliente and WhatsApp. Customers are predominantly small-to-mid commercial farmers in the Brazilian Cerrado, with no large enterprise anchors; revenue predictability is tied to Brazilian grain commodity cycles and producer credit risk rather than any single customer concentration. The company is led by CEO Ezio Costa (appointed 2025), succeeded by Rodrigo Gutierrez who oversaw the April 2024 rebranding from Grupo Sinagro to Grupo Sinova that concluded a five-year expansion cycle from R$900 million to R$4 billion in revenue.

Name

Grupo Sinova

Legal name

SINOVA INOVACOES AGRICOLAS S.A

Website

https://gruposinova.com.br

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Grupo Sinova is a Brazilian agricultural input distributor serving rural producers across 10 Cerrado-region states with 67+ retail stores, distributing seeds, fertilizers, crop protection, and biological products on behalf of major global manufacturers, complemented by Barter commodity-exchange and digital client portal services.

Ownership category

akta.pro rank

Product category

Agricultural Input Distribution

NAICS

Farm Supplies Merchant Wholesalers (42491)

SIC

Agricultural Services (700)

akta.pro primary industry

Agronomy Advisory & Field Services (Retailer-Affiliated) (AFABAJAH)

akta.pro secondary industry

Seed & Trait Distribution (Dealer Networks) (AFABAJAD)

Keywords

• Agricultural input distribution
• Seeds and fertilizers
• Crop protection products
• Barter commodity exchange
• Digital agriculture services

Headquarters

HQ city

Goiânia

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Input Sales: Sale of seeds, fertilizers, agricultural chemicals (defensivos), and biological products to rural producers through a network of 67 stores and 2 climate-controlled warehouses across 10 Brazilian states. Revenue is generated through direct sales with multiple financing options including cash payment, crop-year credit, and barter.
2. Barter Services: Barter is a business modality where defensives, seeds, and fertilizers are exchanged for commodity (grain), with careful risk management. The company also provides crop marketing advisory, enabling producers to pay with their production and access financing alternatives.
3. Agricultural Digital Services: Digital agriculture services including the Portal do Cliente and WhatsApp virtual assistant (Sissa), providing agronomic advice, order management, and financial data analysis to rural producers.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Grupo Sinova distributes agricultural inputs — seeds, fertilizers, crop protection chemicals (defensivos), biological products, and plant nutrition specialties — to rural producers across the Brazilian Cerrado through a network of 67 retail stores, 60+ distribution units, and 2 climate-controlled seed warehouses in 10 Brazilian states. The company complements physical distribution with a Barter modality that exchanges inputs for grain production (with risk management and crop marketing advisory) and a digital agriculture platform (Portal do Cliente and Sissa WhatsApp assistant) serving over 500 recurring rural producer users. It represents and distributes brands from Syngenta, UPL, Yara, Mosaic, Koppert, Eurochem, and Cibra, with on-site agronomist support throughout the crop cycle.

Differentiator

Problem solved

Functional benefit

Products and services

• Seeds (Sementes) Distribution of cultivars and hybrids for crop production in the Brazilian Cerrado. Available to rural producers through the company's 67 retail stores and 2 climate-controlled warehouses across 10 states. Includes soybean, corn, and cotton varieties, with technical agronomic guidance on variety selection.
• Fertilizers (Fertilizantes) Differentiated portfolio of plant nutrition products for multiple crop segments, distributed to rural producers. Includes products from represented brands Yara (YaraBela, YaraMila, YaraBasa, K-Mag), Mosaic Fertilizantes, Eurochem (Croplex NP+S complex fertilizer), and Cibra (CibraMix for soybean and corn).
• Agricultural Chemicals / Crop Protection (Defensivos Agrícolas) Crop protection products for pest, disease, and weed control, distributed to help producers reach maximum productive potential. Includes Syngenta's fungicides (Score 250, Mitrion, Elatus, Cypress), insecticides (Fortenza, Engeo Pleno, Ampligo), and seed treatment products, as well as UPL's Unizeb Gold, Shenzi, Sperto, and Upmyl/Cekat lines.
• Biological Products (Produtos Biológicos) Complete line of biological products to assist in various types of pest and disease control, including Koppert's bioinsecticides Boveril Evo, Metarril, Boverial Cana, and Boveril WP for integrated pest management. Distributed to rural producers through the company's retail network.
• Plant Nutrition and Physiology Specialties (Especialidades) Nutritional and physiological tools designed to help plants express their full productive potential. Distributed to rural producers through Grupo Sinova's retail network as part of the company's specialty portfolio.

Quantifiable outcome

• Revenue grew from R$900 million (2018) to R$4 billion (2023)
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• UPLcoreStrategic or Co-development Partner · 1 January 2015UPL, India's largest agrochemical company, formed a strategic alliance with Sinova in 2015, expanding operational capacity and governance. UPL holds 38.96% of the company's shares, making it the largest shareholder. Sinova also represents and distributes UPL's product portfolio including brands such as Unizeb Gold, Shenzi, Sperto, and Upmyl/Cekat.
• Contato SegurominorImplementation/ SI/ Consulting PartnerContato Seguro provides the anonymous reporting/whistleblower channel for Grupo Sinova's integrity program, accessible via 0800 602 6911 and mobile app.

Scale indicators6 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• Mosaic Fertilizantes: Mosaic Fertilizantes is the largest Brazilian fertilizer producer and distributor, operating a retail and direct-to-grower distribution network in the same Cerrado states Sinova serves. Its Brazilian arm is both a supplier and a direct competitive channel for crop nutrition products.
• Yara International: Yara is the world's largest fertilizer producer and operates an integrated crop nutrition and digital agronomy platform with direct farmer distribution in Brazil. Sinova already distributes Yara's portfolio, making Yara both a supplier and a comparable integrated crop-nutrition player in the same region.
• Wilbur-Ellis: Wilbur-Ellis is a large U.S.-based agribusiness distributing crop inputs, specialty products, and feed with embedded agronomic advisory — a comparable model of relationship-driven input distribution to row-crop and specialty producers.
• Nutrien Ag Solutions: Nutrien Ag Solutions is the world's largest agricultural retailer, offering full-line inputs, agronomic services, and financing to growers globally. It represents the scaled global template for the integrated farm-input retail model Sinova is building in Brazil.
• Helena Agri-Enterprises: Helena is one of the largest U.S. agricultural distributors, combining crop protection, fertilizer, and specialty products with agronomic advisory — directly comparable to Sinova's integrated inputs-plus-advisory value proposition at a mature market scale.
• CHS Inc. CHS is a major U.S. farmer-owned cooperative and agricultural input distributor with energy, agronomy, and grain businesses, providing a useful benchmark for how integrated retail-plus-grain originator cooperatives scale producer relationships.

Emerging players

• ICL Group: ICL Group is a global specialty fertilizer and ag-solutions company with growing Brazilian operations focused on specialty plant nutrition, comparable to the higher-margin specialty and biologicals segments Sinova is expanding into via Koppert and others.

Others

• Amaggi: Amaggi is Brazil's largest privately held grain originator and one of the country's biggest agribusiness groups, operating input distribution to its own producer network. It is a relevant comparable for the grain-origination and barter-adjacent business Sinova is developing with Bunge.

Direct peers

• Lavoro Agro: Lavoro is the largest agricultural input retailer in Latin America (Nasdaq: LVRO), operating a similar full-line input distribution and agronomic advisory model across Brazil and other Latin American markets, with comparable store count and producer-customer base.
• Fertipar: Fertipar is a Brazilian fertilizer-focused distributor serving row-crop producers in the Cerrado and other agricultural regions, with a comparable model of multi-brand representation, direct-to-grower sales, and embedded agronomic support in the same geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@GrupoSinova
• Facebookfacebook.com/GRUPOSINOVAAGRO
• LinkedInlinkedin.com/company/gruposinova
• Instagraminstagram.com/grupo.sinova

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Grupo Sinova