The market
The global market for pesticides, fungicides, and herbicides has fluctuated around $40 billion over the past decade. While herbicide sales have increased by 10% annually, pesticide sales have fallen by 15%. The Northern Hemisphere market (United States, Europe, and Japan) is concentrated on herbicides, accounting for approximately 80% of sales, while in developing countries with more tropical environments, sales are split evenly between pesticides and herbicides. The European market is the largest in the world, with 31.7% of the market share and $12.8 billion in revenue, followed by Asia, which surpasses North America. Herbicides represent the largest category, with nearly $19 billion in sales. Contrary to popular belief, the United States is a relatively small consumer. However, this may be a result of the widespread adoption of genetically modified crops. An estimated 500 different active chemical substances have been reformulated in approximately 2,700 specialized products. France is the largest consumer of pesticides in Europe and ranks only third globally after the United States and Japan. Roundup, as a single brand produced by Monsanto, stands out in global sales. Most GMOs are designed to work with a specific herbicide. Since GMO soybeans were introduced in the United States, Roundup sales have increased by 72%, reaching nearly three billion dollars in 2010, with approximately 300 million dollars in profit.
Innovation
R&D costs have increased and are expected to rise further as regulatory requirements for safer agrochemicals increase. Biotechnology is also encroaching on the chemical solutions that have dominated since the early 1950s. Genetic engineering, among other things, involves creating herbicide-resistant plants. This strategy allows companies to control the market for specific crops, such as Monsanto's combination of Roundup as an herbicide and Roundup-tolerant soybeans, enabling them to profit from selling both the chemicals and the seeds. American Cyanamid has pursued a similar strategy by developing herbicide-tolerant wheat varieties, the world's most important crop. Only a few researchers are opting for innovations based on allelopathy, the study of natural herbicides such as those produced by walnut trees. Jonas Carlsson, managing director of JCS Europe AB, a Swedish company dedicated to innovation in agricultural machinery, has focused on organic farming for over a decade. As an organic farmer, he resisted the use of herbicides while battling the thistles that mount a long and arduous fight every spring. Jonas studied the physical differences between his crops and the weed, seeking a solution independent of chemicals and without genetic engineering. He envisioned detection blades to combat weeds in various crops. Unlike a mower, which would eliminate all vegetation, he designed fixed blades that target weeds based on the physiological differences between unwanted plants and young, growing crops. Jonas found it strange that no one had thought to exploit the shape and texture of weeds. He conceived a cutting system that removes the thistle after its leaves have covered the soil. For three years, he tested and refined his ideas in cooperation with JTI (The Swedish Institute for Agricultural and Environmental Engineering), built a prototype, and obtained a patent for 32 countries. SLU (Swedish University of Agriculture), located in Uppsala, has tested tractor-drawn machines with remarkable success. One of the fundamental principles of the blue economy is to apply innovations based primarily on physics. The traditional use of chemicals and genetic modifications based on biotechnology are thwarted by identifying the shape and form of weeds, enabling highly effective control. This makes organic farming more productive.
The first cash flow
Jonas then tested his weeder for various applications. Naturally, his primary objective was to conquer thistles. The machine moved into the field and searched for the weeds. Its forward speed can reach up to 10 km/h, and the working height can be adjusted to suit the terrain. The blade is simple and has no moving parts. The only rotating component is a brush that prevents clogging. It is driven by a hydraulic motor. The technology is purely mechanical, offering a high level of reliability. In the spring of 2010, the first machines went on sale, and while customers were initially limited to Sweden, the increase in productivity was measured not only by the elimination of chemical inputs but also by the demonstration that using the weeder reduces the need for time-consuming and energy-draining tillage.
The opportunity
This is the first time farmers have been offered an alternative to chemical controls and genetic modifications. The combined sale of chemical and genetic controls raises many doubts about the long-term impact of these changes on ecosystems. However, now that occupational exposure to the herbicide paraquat increases the risk of Parkinson's disease and an additive to Roundup (adjuvants) kills cells in vitro, regulatory authorities are much more reluctant to approve their use. The days when aerosol herbicides were touted as safer than table salt and virtually non-toxic to animals are definitely over. Monsanto and Dow AgroSciences were forced to revise their claims after tests proved otherwise. This creates a new and vast platform for selling agricultural equipment, as opposed to a struggling market for chemicals, with widespread public resistance. One of the main advantages of the mechanical approach developed by Jonas Carlsson is that instead of a single aggressive product for everyone, it involves developing a series of knives over time that target specific weeds. While chemical and biotechnological solutions are the domain of a few multinationals, this mechanical solution fosters entrepreneurship. This reveals a second successful strategy: adapting to the local market and tailoring solutions to the specific weeds that need to be eliminated. Since Jonas reduces costs, lowers the carbon footprint, and increases labor productivity, one might wonder what the next generation of jobs will look like. It seems that this simple breakthrough will lead to further job losses in the chemical industry, which is already struggling to adapt to new market conditions with announced layoffs. Machines adapted to local conditions, which can be attached to any tractor, could well offer a new competitive advantage to local entrepreneurs, generating fewer jobs but ensuring a healthier environment.
