HUMA GRO

What HUMA GRO does

HUMA GRO is the flagship conventional agriculture brand of Huma, Inc., a privately held Gilbert, Arizona-based specialty manufacturer founded circa 1976 with more than 50 years of continuous operation. The company develops and sells humic-based liquid plant nutrition, soil health, crop protection, and specialty chemical products under a multi-brand architecture that includes HUMA GRO (conventional agriculture), Huma Gro Turf (turf and ornamentals), Fertilgold Organics (OMRI-listed organic line), Probiotic Solutions (wastewater bioremediation), Bio Huma Netics (technology distribution), and Mesa Verde Humates (raw humate mining from New Mexico's San Juan Basin). The unifying technical platform is Micro Carbon Technology, which delivers carbon-rich organic acids derived from prehistoric humic substances for nutrient uptake and microbial stimulation across agricultural, turf, environmental, and industrial applications.

HUMA GRO's product line spans macronutrients, micronutrients, nematicides, fungicides, optimal growth managers, carbon-rich organic acids, sustainable soil fertility products, and zero-residue crop protection products such as PROUD 4 and ZAP. The go-to-market is primarily distributor-led via a formal "Become a Distributor" program and a regional agricultural distributor network, supplemented by direct enterprise sales representatives (contactable at 1-800-961-1220) and a Gro-Power Store Locator for retail-level turf and ornamental sales. Pricing is quote-based and not publicly disclosed, with multi-year contracts referenced; revenue is generated entirely through product sales across the four use-case segments.

The company is independently owned with no disclosed parent, institutional investors, or public listing, and operates globally with multilingual website support (English, Spanish, Brazilian Portuguese). Industry positioning is reinforced through memberships in 4R Nutrient Stewardship, the Humic Products Trade Association, The Fertilizer Institute, and the Agricultural Retailers Association, and through consecutive GBB Platinum sustainability certifications in 2024 and 2025.

Name

HUMA GRO

Legal name

Huma, Inc.

Website

https://humagro.com

Company type

Private

Founded year

1976

Operating status

Operating

Short description

Huma, Inc. is a privately held Gilbert, Arizona-based manufacturer of humic-based liquid plant nutrition products, operating four divisions (agriculture, turf, environmental/wastewater bioremediation, and B2B tech additives) under sub-brands including HUMA GRO, Fertilgold Organics, and Probiotic Solutions, distributing globally through agricultural distributors and direct sales.

Ownership category

akta.pro rank

Product category

Agricultural Crop Nutrition & Soil Health

NAICS

Fertilizer and Compost Manufacturing (32531), Pesticide, Fertilizer, and Other Agricultural Chemical Manufacturing (3253)

SIC

Industrial Organic Chemicals (2860)

akta.pro primary industry

Humic & Fulvic Substances (Humates) (AFABADAC)

akta.pro secondary industries

Biostimulant-Enhanced Fertilizers (Humic/Fulvic, Amino Acids, Seaweed Blends) (AFABACAK), Soil Health Activators & Biostimulants (Humates, Amino Acids, Seaweed Extracts) (AFABAKAJ), Biostimulants & Plant Health Biologicals (Microbial/Non-microbial) (AFABAEAK), Organic & Bio-based Fertilizers (Manure/Compost/Biochar) (IMAEAEAF), Lawn Nutrition & Biostimulants (Compost Tea, Humic/Fulvic, Microbes) (HSAIAGAF)

Keywords

• Humic plant nutrition
• Agricultural crop inputs
• Soil health products
• Wastewater bioremediation
• Turf and ornamental fertilizers

Headquarters

HQ city

Gilbert

HQ country

United States

HQ region

North America

Offices1 record

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 Products: Sale of humic-based agricultural products including macronutrients, micronutrients, nematicides, fungicides, growth managers, and soil fertility products for conventional agriculture.
2. Turf & Ornamental Products: Sale of liquid and dry fertilizers, specialty products, and soil conditioners for turf, landscaping, sports fields, golf courses, and nurseries.
3. Environmental Products: Wastewater bioremediation products for reducing sludge, odor, and controlling BOD, COD and FOG levels in industrial applications.
4. Tech Additives: Customizable humic-based additive products sold to other manufacturers for enhancing their product performance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

HUMA GRO manufactures and sells a comprehensive range of ultra-efficient liquid plant nutrition, soil health, and crop protection products for conventional agriculture. The product line includes macronutrients, micronutrients, nematicides, fungicides, optimal growth managers, carbon-rich organic acids, and zero-residue crop protection products, all powered by the proprietary Micro Carbon Technology platform derived from humic substances.

Product overview

Huma offers a multi-brand portfolio of humic-based solutions organized into four main divisions: Agriculture (Huma Gro®), Turf & Ornamentals (Huma Gro® Turf), Environmental (Probiotic Solutions®), and Tech Additives. The core offerings include Bio Huma Netics® for humic substances and technologies, Fertilgold® Organics for OMRI-listed organic products, and Mesa Verde Humates® for premium mined humates. The products deliver increased nutrient availability and uptake, improved soil and plant health, zero-residue crop protection, and wastewater bioremediation using proprietary Micro Carbon Technology®.

Differentiator

Problem solved

Functional benefit

Brands

• Bio Huma Netics®, Inc. Provides top quality humic substances and technologies, and great customer service to clients worldwide.
• Fertilgold® Organics
• Huma Gro®
• Huma Gro® Turf
• Mesa Verde Humates®
• Probiotic Solutions®

Quantifiable outcome

• Increased nutrient availability and uptake
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• 4R Nutrient StewardshipcoreStrategic or Co-development PartnerPartnership with 4R Nutrient Stewardship program demonstrating commitment to responsible nutrient management practices using the 4Rs framework (Right source, Right rate, Right time, Right place).
• Humic Products Trade Association (HPTA)coreStrategic or Co-development PartnerActive membership in the leading trade association for the humic products industry, supporting industry standards and best practices.
• The Fertilizer Institute (TFI)coreStrategic or Co-development PartnerMembership in the major industry association representing fertilizer manufacturers, wholesalers, and retailers, supporting industry advocacy and standards.
• Agricultural Retailers Association (ARA)coreStrategic or Co-development PartnerMembership in association representing agricultural retailers, supporting the distributor network and retail partnerships.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Omnia Specialities: Omnia Specialities is part of Omnia Holdings and produces humic-based specialty fertilizers and biostimulants for global agriculture markets. Comparable in product category focus, multi-vertical distribution, and specialty positioning.
• Humintech: Humintech is a German-based manufacturer specializing in humic acid, fulvic acid, and humate-based products for agriculture. It is the most direct comparable peer given its focus on humic substances from Leonardite deposits, similar product categories, and global distribution model.
• Black Earth Humic: Black Earth Humic is a Canadian producer of humic acid products derived from Leonardite, serving agriculture, turf, and environmental markets. Direct competitor in humic substances with comparable product positioning and customer segments.

Broad incumbents

• Novonesis (formerly Novozymes BioAg): Novonesis is a large biosolutions company offering microbial biostimulants and biocontrol products for agriculture. Comparable in the broader biostimulant/biologicals category with overlapping customer base but broader technology portfolio and greater scale.

Peers

• Valagro (a Syngenta company):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HumaGro
• Facebookfacebook.com/humagro
• LinkedInlinkedin.com/company/humagro

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 HUMA GRO