Voluntary Initiative

What Voluntary Initiative does

The Voluntary Initiative (VI) is a UK Community Interest Company founded in 2001 that promotes the responsible use of plant protection products (PPPs) and the adoption of Integrated Pest Management (IPM) among British farmers, sprayer operators, and agronomists. Its core product is a curated library of best-practice guidance: IPM Plans (including a dedicated Grassland IPM Plan), the W.A.L.E.S.-structured Tank Mix Guide, Water Protection Advice Sheets for specific active ingredients, the Check-It-Out online CPD tool, BioBed environmental infrastructure guidance, farmland bird protection resources, and a library of Best Practice Guides and YouTube educational content. The VI also operates the NRoSO sprayer operator registration scheme and the NSTS sprayer testing scheme as part of its stewardship portfolio.

The organization has no proprietary technology platform; its offering is content, training, and event-driven outreach rather than software or hardware. It reaches end users primarily through exhibitions at UK agricultural events (Cereals, Groundswell, ScotGrass, AgriScot, BCPC Congress) and via the AHDB-funded Resistance Roadshow programme, supplemented by its website, YouTube channel, and X/Twitter feed. Distribution channels include free website downloads, physical laminated materials distributed at events, the online Check-It-Out tool for NRoSO/BASIS CPD points, and partner channels such as Farming and Water Scotland and NFU Scotland.

The VI is funded through membership fees from a consortium of industry stakeholders (AIC, NFU, AHDB, NRoSO, NSTS, BASIS) and Defra-funded programme work, with all end-user guidance provided free of charge. With 1-10 employees, a single registered office in Hollingdon, Buckinghamshire, and a consortium governance model led by Chair Dave Bell and Operations Director Neal Evans, the VI operates as a quasi-regulatory stewardship body positioning itself as the industry's voluntary response to the EU-derived UK Sustainable Use Directive.

Name

Voluntary Initiative

Legal name

The Voluntary Initiative CIC

Website

https://voluntaryinitiative.org.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

The Voluntary Initiative is a UK non-profit CIC, founded in 2001, that promotes responsible pesticide use and Integrated Pest Management among British farmers, sprayer operators, and agronomists through guidance publications, CPD tools, and event-driven outreach.

Ownership category

akta.pro rank

Product category

Agricultural Pesticide Stewardship Services

NAICS

Environmental Consulting Services (541620), Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Integrated Pest Management (IPM) Advisory (AFACABAE)

akta.pro secondary industry

Pollution Prevention & Toxics Reduction (BPAGAGAJ)

Keywords

• Integrated pest management
• Pesticide stewardship
• Sprayer operator certification
• Crop protection guidance
• Agricultural best practices

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Voluntary Initiative (VI) is a UK non-profit Community Interest Company that promotes responsible plant protection product (PPP) use through integrated pest management (IPM) guidance, stewardship schemes, training resources, and practical field-ready tools for farmers, sprayer operators, and agronomists. It administers the NRoSO sprayer operator registration scheme and NSTS equipment testing scheme, and produces publications such as the Tank Mix guide, Water Protection Advice Sheets (WPAS), and Best Practice Guides to help UK growers comply with the Sustainable Use Directive.

Product overview

The Voluntary Initiative operates as a unified portfolio of schemes, tools, and educational resources focused on promoting responsible pesticide use and integrated pest management (IPM) in UK agriculture. The core offering centers on the VI IPM Hub connecting farmers to IPM Plans, complemented by the NRoSO sprayer operator registration scheme and NSTS equipment testing programme. Key practical tools include the Tank Mix Guide and Sprayer Checklist, BioBeds for spill containment, and Water Protection Advice Sheets for specific pesticides. These are supported by the VI Champions outreach network, Best Practice Guide publications, farmland bird protection resources, and the VI YouTube educational channel. All elements work together to help growers meet Sustainable Use Directive requirements through voluntary stewardship rather than mandatory regulation.

Differentiator

Problem solved

Functional benefit

Products and services

• Integrated Pest Management (IPM) Hub

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and supporting.

• AIC (Agricultural Industries Confederation)coreStrategic or Co-development PartnerAIC partnered with the VI and De Sangosse to update the Tank Mix guide. AIC is a key industry organization representing agricultural supply chain businesses.
• De SangossecoreStrategic or Co-development PartnerDe Sangosse collaborated with AIC and VI to update the Tank Mix guide. De Sangosse is a manufacturer/distributor of crop protection products.
• AHDB (Agriculture and Horticulture Development Board)coreStrategic or Co-development PartnerVI works with AHDB on multiple initiatives including Resistance Roadshows, Agronomist Conference, and Knowledge Trail questionnaires at events. Funded by Defra.
• Catchment Sensitive Farming (CSF) - Natural EnglandcoreStrategic or Co-development PartnerVI developed a Pesticide checklist cab card in association with Catchment Sensitive Farming of Natural England for water protection.
• ADASsupportingTechnology or IntegrationADAS experts contribute to VI sessions at events and Resistance Roadshows, providing technical expertise on weeds, diseases, and insects.
• SyngentasupportingStrategic or Co-development PartnerSyngenta participates in the Farm Sprayer of the Year (FSOOTY) competition judged at Cereals events, with Syngenta providing trophies and Sarah Iveson (Syngenta CEO) presenting awards.
• BASIS (Registration) LtdcoreGTM or Marketing PartnerVI works with BASIS to provide continuing professional development points for sprayer operators. VI events offer BASIS Knowledge Trail questionnaires for CPD.
• NRoSO (National Register of Sprayer Operators)coreGTM or Marketing PartnerVI offers NRoSO CPD points through its Check-It-Out Tool and Knowledge Trail questionnaires at events for sprayer operators.
• NSTS (National Sprayer Testing Scheme)coreStrategic or Co-development PartnerVI incorporated the NSTS Boom Sprayer checklist with the Tank Mix guide onto laminated sheets for sprayer operators. NSTS is part of the AEA.
• NFU ScotlandcoreStrategic or Co-development PartnerDavid Michie serves as NFU Scotland Policy Manager and VI contact. VI collaborates with NFUS and SEPA on the Scottish Spill Guide.
• Farming and Water ScotlandsupportingChannel Partner/ Reseller/ DistributorVI shared a stand with Farming and Water Scotland at AgriScot 2025 to discuss diffuse pollution and measures for keeping PPPs out of Scotland's water bodies.
• SEPA (Scottish Environment Protection Agency)coreStrategic or Co-development PartnerVI Scotland group developed a Spill Guide in association with NFUS and SEPA to help prevent pesticide spills in Scotland.
• Harper Adams UniversitysupportingTechnology or IntegrationProf. Tom Pope from Harper Adams contributed to VI-led resistance management sessions, providing expertise on insecticides.
• Rothamsted ResearchsupportingTechnology or IntegrationDr Lawrence Bramham from Rothamsted Research presented on insecticide resistance and the Rothamsted Insect Survey data at Groundswell VI sessions.
• SRUC (Scotland's Rural College)supportingTechnology or IntegrationProf. Fiona Burnett from SRUC spoke on fungicide resistance and emerging biofungicides at Groundswell VI sessions.
• BCPC (British Crop Production Council)coreGTM or Marketing PartnerVI played an active role at BCPC Congress 2025 in Harrogate, with VI CIC Board members leading three of four main sessions.
• DefracoreStrategic or Co-development PartnerDefra funds the AHDB/VI led Resistance Roadshows. VI is positioned as a key industry body working within the UK National Action Plan framework.
• HSE Chemicals Regulation DivisionsupportingStrategic or Co-development PartnerHSE CRD contributed to BCPC Congress where VI was actively involved, providing regulatory oversight on pesticide matters.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Syngenta: Global crop protection manufacturer that participates in VI programmes (e.g., Farm Sprayer of the Year at Cereals) and benefits from VI's stewardship work. Comparable as an adjacent ecosystem participant that promotes responsible pesticide use among UK farmers.

Direct peers

• ADAS: UK agricultural and environmental consultancy providing independent agronomy and stewardship advice; contributes technical expertise to VI events including Resistance Roadshows. Comparable as a UK technical advisor to growers on crop protection.
• LEAF (Linking Environment And Farming): UK charity promoting sustainable farming through Integrated Farm Management and producing the 'Simply Sustainable IPM' guide cited directly on VI's website. Comparable as a non-profit disseminating sustainable farming practices including IPM to UK growers.
• Catchment Sensitive Farming (Natural England): Natural England programme working with farmers to reduce water pollution from agriculture, with which VI co-developed the pesticide checklist cab card. Directly comparable as a UK agricultural water-protection advisory programme.
• AHDB (Agriculture and Horticulture Development Board): UK statutory levy-funded body that develops and disseminates practical farming information, including the AHDB IPM Hub that VI directly links to. Both serve UK farmers with IPM, resistance management, and stewardship guidance, making AHDB the closest comparable advisory/knowledge body.
• AIC (Agricultural Industries Confederation): UK trade association representing the agricultural supply chain; co-developed the updated Tank Mix guide with VI and De Sangosse. Comparable as an industry-coordination body for crop protection and stewardship.
• British Crop Production Council (BCPC): UK industry-focused organization providing authoritative information on crop protection, with VI board members leading sessions at BCPC Congress. Directly comparable as a UK crop protection/pesticide stewardship membership body.
• Farming and Water Scotland: Scottish initiative helping farmers reduce diffuse pollution and keep PPPs out of water bodies; co-exhibited with VI at AgriScot 2025. Comparable as a regional water-protection and PPP stewardship programme.

Broad incumbents

• CropLife International: Global industry association for the plant science sector, representing crop protection manufacturers and promoting stewardship. Comparable in stewardship mission and industry-body model but operates globally rather than UK-only.
• NFU (National Farmers' Union): UK's largest farming membership organization that hosts the VI Grassland IPM Plan and convenes VI collaboration with NFU Scotland. Comparable as a UK agricultural membership body but far broader in scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/thevi_tweets
• YouTubeyoutube.com/channel/UC59hcPc9oEIFf3cPPIRdXMQ
• LinkedInlinkedin.com/company/voluntary-initiative

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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

Frequently asked questions about Voluntary Initiative