High-end soil nutrition products for a lawn in top shape

Less curative, more preventive and above all, keep innovating

Fert in Time Europe has quickly become an international player in the world of innovative soil nutrients. From golf courses and soccer fields to agriculture, urban parks and gardens, ultimate soil quality is the focus of Fert in Time, with a unique and molecule-based product range as its foundation. "Applying a good product at the right time by knowledgeable people is crucial," says ceo and co-founder Philippe Debougnoux.

The Brussels-based company profiles itself as an international producer, distributor and developer of next-generation products for soil management and plant nutrition. "These score better in terms of efficiency than traditional solutions, thanks to formulas based on molecules that only we have in our market." Fert in Time's product range is divided into five separate but complementary product groups: granular fertilizers, liquid fertilizers, biostimulants, soil conditioners and wetting agents. 

Patented molecules

Debougnoux: "Unique molecules are the basis of everything and it's our strength. Without those patented molecules, Fert in Time would not exist. We talk about methylene urea (MU), a group of different molecules, but also other molecules that only we have at our disposal. That makes our products unique and the end user knows that. In recent years, we joined forces with several leading European companies to obtain permission to market their innovative premium products exclusively in the Benelux, France, Germany and Poland. Subsequently, an entire distribution network was developed, with Brussels as the control room."

"The patents remain with the manufacturers, but in several regions we are the exclusive distributor," Debougnoux said. "We fought ourselves into this position by believing in this approach and in the molecules early on and investing. Investing is a common thread. Fert in Time always wants to be one step ahead in the development of new molecules. To do this, I surround myself with the right people, experts in their fields. For example, I have established collaborations with several European universities. Of course, I am also in close contact and consultation with the producers. And I myself am still on the road a lot to meet customers of my distributors, take soil samples and analyze the situation on site."

High-end target audience

Debougnoux: "Our products target a higher segment. Because they are so unique and involve so much research and customization, they come at a price. We target large public projects, golf courses and top division soccer clubs. It is a conscious decision to seek out that niche. To the unique and concise product range we link a very qualitative service, with short lines of communication and a personal approach. A quality lawn is not just the result of a quality product. It is a combination of different factors and actors: from pre-analysis to product application and maintenance. Applying a good product at the right time by people with the necessary knowledge is crucial. I also advocate a more preventive and less curative approach, with more focus on vitamins, minerals and natural hormones."

New innovative products

Innovating is not a hollow concept at Fert in Time. The latest products are proof of that. "For example, we recently launched In Time Clinoptilolite, a natural mineral from the family of tectosilicates derived from volcanic rocks. This unique mineral is distinguished from lava by its porosity, with micropores and mesopores that provide water retention and capillary action optimizing soil moisture content. Furthermore, in April we also launched Leonardite, a soil conditioner based on very stable carbon molecules and containing 34 % humic acids and 4 to 5 % fulvinic acids. The latter have a special effect because they already stimulate root growth from a soil temperature of 4 degrees Celsius. In addition to these products, there are two other products new to the market this year. So there is a lot of movement," concludes
Philippe Debougnoux.