LOVELAND PRODUCTS CANADA INC.

What LOVELAND PRODUCTS CANADA INC. does

Loveland Products Canada Inc. is a Canadian agricultural inputs subsidiary of Nutrien Ltd. (NYSE: NTR) that develops, registers, and supplies crop input products to Canadian farmers, growers, and professional non-crop industries. The company is headquartered in Dorchester, Ontario, and operates a bilingual (English/French) commercial website at lovelandproducts.ca. Its product portfolio spans five categories — Seed Treatment, Chemistry, Adjuvant, Nutritional, and Specialty (ag/turf/ornamental) — covering more than 20 branded SKUs including AWAKEN ST, CONSENSUS L, LOVELAND VITAFLO, COVER 2 FUNGICIDE, ATLAS XC, RADIATE, RADIATE PLUS, RISER, LOKOMOTIVE, BOROSOL 10, TERRAMAR, SST CALCIUM, NITRAIN 2.0, NITRAIN BULLET, BLACKMAX 22, BLACKMAX WSG, LI 700, LIBERATE, MSO CONCENTRATE WITH LECI-TECH, VALID, PREVADE, and POD-STIK.

The company's technology base rests on proprietary formulation platforms including LECI-TECH (a surfactant system providing drift reduction, droplet retention, and increased penetration), ACA (zinc ammonium acetate complex for seed treatments and fertilizers), C2 Technology (carbon extraction and reaction for soil health), and patented potassium acetate and polyborate chemistries. These platforms are protected by registered patents and underpin differentiated functional claims such as TO/ON/IN spray performance and balanced micronutrient delivery. Products are sold as physical crop inputs (one-time-purchase model) with quote-based B2B pricing not publicly disclosed.

Loveland Products Canada operates a sales-led, channel-based go-to-market model: products are distributed through agricultural retailers and dealers across Canada who serve as the local touchpoint for farmers. Marketing is supported by a content-heavy website with downloadable labels and SDS, technical bulletins, bilingual product pages, and an active YouTube channel featuring on-farm product demonstrations. The company targets progressive broadacre growers growing cereals and pulse crops, as well as professional turf and ornamental operations, and emphasizes innovative chemistries that address yield optimization, nutrient efficiency, spray performance, and early-season stress management.

Name

LOVELAND PRODUCTS CANADA INC.

Legal name

Loveland Products Canada Inc.

Website

https://lovelandproducts.ca

Company type

Private

Operating status

Operating

Short description

Loveland Products Canada Inc. is a Nutrien Ltd. subsidiary that develops and supplies proprietary crop input products — including seed treatments, adjuvants, nutritionals, and crop protection chemistries — to Canadian farmers, growers, and professional non-crop industries through agricultural retailers and dealers.

Ownership category

akta.pro rank

Product category

Agricultural Crop Inputs

NAICS

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

SIC

Agricultural Chemicals (2870)

akta.pro primary industry

Tank Mix Aids & Emulsifiers (Coupling Agents, Solubilizers, Emulsifiers) (AFABAGAH)

akta.pro secondary industry

Organic & Biological Input Retail (Biostimulants, Biopesticides, OMRI) (AFABAJAK)

Keywords

• Crop input products
• Seed treatment chemicals
• Agricultural adjuvants
• Crop nutrition products
• Agricultural surfactants

Headquarters

HQ city

Dorchester

HQ country

Canada

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, Marketing or Sales, Personnel

Revenue model

1. Agricultural Input Products: Sale of physical agricultural products including seed treatments, surfactants, adjuvants, nutritional products, crop protection chemicals, and specialty products to farmers and agricultural operations in Canada through distribution channels.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Loveland Products Canada develops, formulates, and supplies a complete line of agricultural crop input products for the Canadian market. Its portfolio spans five categories — Seed Treatment (seed enhancement and seed protection fungicides), Nutritional (fertilizers, plant growth hormones, micronutrients, nitrogen stabilizers, carbon-based soil health products), Adjuvant (non-ionic surfactants, methylated seed oils, drift reduction agents), Specialty (turf, ornamental, and professional non-crop solutions), and Chemistry (crop protection) — marketed to farmers and agricultural retailers. The company leverages proprietary technologies including LECI-TECH, ACA (zinc ammonium acetate), C2 Technology, potassium acetate formulation, and polyborate chemistry.

Product overview

Loveland Products Canada offers a complete line of high performance crop input products organized across five main categories: Seed Treatment (seed enhancement and seed protection products including AWAKEN ST, CONSENSUS L, LOVELAND VITAFLO, COVER 2 FUNGICIDE), Nutritional (fertilizers and plant health products including ATLAS XC, RADIATE, RADIATE PLUS, RISER, LOKOMOTIVE, BOROSOL 10, TERRAMAR, SST CALCIUM, AWAKEN, NITRAIN 2.0, NITRAIN BULLET, BLACKMAX 22, BLACKMAX WSG), Adjuvant (surfactants including LI 700, LIBERATE, MSO CONCENTRATE WITH LECI-TECH), and Utility Modifier (including VALID, PREVADE, POD-STIK). The portfolio includes proprietary technologies such as ACA (zinc ammonium acetate), LECI-TECH, C2 Technology, and patented formulations targeting cereal growers, pulse crop producers, and broadacre farming operations across Canada.

Differentiator

Problem solved

Functional benefit

Brands

• LI 700: Non-ionic penetrating surfactant with LECI-TECH technology for drift reduction and spray performance
• RADIATE
• AWAKEN ST
• ATLAS XC
• CONSENSUS L
• RISER
• NITRAIN 2.0
• LOKOMOTIVE
• TERRAMAR
• BLACKMAX
• LOVELAND VITAFLO
• COVER 2 FUNGICIDE
• LECI-TECH
• ACA Technology

Products and services

• AWAKEN ST Nutrition-loaded, growth-enhancing seed treatment powered by patented ACA (zinc ammonium acetate) technology for cereal crops, designed to improve germination, emergence, and early root development.
• CONSENSUS L Seed treatment for pulse crops (peas, lentils, soybeans) that promotes early germination and quicker root development, delivering faster emergence, healthier stands, plant stress resistance, and higher yield potential.
• LOVELAND VITAFLO Fungicide seed protectant containing carbathiin and thiram, providing control of smuts, common bunt, dwarf bunt, leaf stripe, seed rots, seedling blights, and suppression of root rot across wheat, barley, oats, rye, triticale, flax, corn, dry common beans, snap common beans, peas, lentils, and soybeans.
• COVER 2 FUNGICIDE Dual mode-of-action fungicide with micro-dispersion technology offering broad-spectrum control of seed- and soil-borne diseases in wheat, durum, barley, oats, triticale, and rye.
• ATLAS XC Fertilizer biocatalyst specifically formulated for impregnation on dry fertilizer blends, designed to expedite nutrient availability and uptake, improve root development and nutrient absorption, and deliver long-term ROI through multi-year use.
• RADIATE Plant growth hormone product containing IBA (3-indolebutyric acid) and Cytokinin (kinetin) that synergistically stimulates and improves root development; applied as a foliar during the 3- to 6-leaf growth period to jumpstart early season root growth and plant vigour.
• RADIATE PLUS Next-generation foliar-applied plant growth hormone package with IBA, Kinetin, and a nutritional package including phosphorus fertility and macro/micronutrients, designed to drive root growth, shoot growth, and early season plant potential.
• RISER Low salt, high phosphorus fertilizer with zinc ammonium acetate technology and complete micronutrient package (Cu, Fe, Mn, Zn), addressing crop phosphorus demands throughout the season; formulated for in-furrow application and foliar use.
• LOKOMOTIVE Proprietary potassium acetate formulation designed for maximum foliar uptake with minimal phytotoxicity potential; applied to correct potassium deficiency, enhance growth and quality, and help crops recover from stressful conditions.
• BOROSOL 10 Patented soluble polyborate liquid (10% boron) for the prevention and correction of boron deficiencies in crops, offering increased plant uptake compared to boric acid products.
• TERRAMAR Proprietary bio-extraction of seaweed and leonardite designed to increase nutrient uptake and chelation, enhance microbial activity in the rhizosphere, and improve plant response to stressful conditions.
• SST CALCIUM Calcium product (8% Calcium C2) designed for enhanced plant uptake, increased resistance to damage and stress, yield increase, enhanced hardiness against saline conditions, and stability across a wide pH range down to 3.
• AWAKEN Versatile zinc ammonium acetate based product with balanced micronutrient package, used as an early season nitrogen supplement and stress-relieving product across all crops.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Nutrien Ltd.coreOthersLoveland Products Canada is an affiliate/subsidiary of Nutrien Ltd. The Privacy Policy describes how Nutrien and its affiliates collect, use, share, and process personal data in connection with the provision of products and services. Nutrien is a major global agricultural inputs company.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Nutrien Ag Solutions: Retail arm of Loveland Canada's parent, Nutrien Ltd. Operates a Canadian agricultural retailer network selling crop protection, seed and nutrition products directly to growers. Direct peer because Loveland Canada products flow through the same Canadian ag-retail ecosystem and target the same Canadian grower base.
• ADAMA: Global off-patent crop protection company with significant Canadian presence offering herbicides, fungicides and insecticides. Directly competes with Loveland Canada's crop protection portfolio and uses similar Canadian ag-retail distribution.
• Loveland Products (US): US sister entity within Nutrien's branded crop inputs platform. Shares product portfolio, proprietary technologies (LECI-TECH, ACA, C2) and many SKUs with Loveland Canada. Most directly comparable peer, differing primarily by operating geography (US vs. Canada).
• Nufarm: Australian-headquartered crop protection and seed technology company with a meaningful Canadian business. Competes head-to-head with Loveland Canada in Canadian crop protection, seed treatments and adjuvants, with overlapping Canadian crop focus (cereals, canola, pulses).

Broad incumbents

• FMC Corporation: Global agricultural sciences company with a focused crop protection portfolio in insecticides, herbicides and fungicides. Competes with Loveland Canada in Canadian crop protection and brings strong formulation expertise overlapping with Loveland's adjuvant/surfactant work.
• BASF Agricultural Solutions: Global agrochemical leader with a Canadian agricultural solutions business selling fungicides, herbicides and seed treatments. Competes with Loveland Canada's crop protection portfolio (especially fungicide seed protectants) and brings a much larger R&D and registration budget.
• Corteva Agriscience: Global seed and crop protection major with a strong Canadian presence in seed treatments, herbicides and fungicides. Competes directly with Loveland Canada's seed protection (VITAFLO, COVER 2) and crop nutrition categories, but operates a much broader integrated seed-and-trait platform.
• Bayer Crop Science: One of the largest crop protection and seed companies globally, with a significant Canadian footprint in cereals, canola and pulses. Competes with Loveland Canada across seed treatments, fungicides and adjuvants, while offering a much wider portfolio including proprietary seed traits.
• Syngenta Canada: Canadian arm of global agrochemical major Syngenta. Directly competes with Loveland Canada in seed treatments, fungicides (e.g., against COVER 2), insecticides and surfactants, with established Canadian retail distribution.
• UPL Limited: Global agrochemical company with a wide portfolio of crop protection chemicals, seed treatments and biostimulants. UPL's biostimulant and biological inputs lines overlap directly with Loveland Canada's TERRAMAR, BLACKMAX and RADIATE categories in the Canadian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCX7oKbBZQ7xkM25c1kQyL9g

Revenue estimate

Valuation estimate

Number of profiles

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 CANADA INC.