Two former WinField executives are leading Vivid Life Sciences (VLS), a recently formed company that promises to bring new plant physiology technologies from around the world to North American farmers.
VLS CEO Josh Krenz has several years of agricultural input experience, including nine years at Land O’Lakes Inc. as the marketing manager at WinField Solutions, and most recently as the director of plant nutrition. He also worked for Bader Rutter & Associates. He holds an MBA from Colorado State University and an B.S. in agricultural marketing from the University of Wisconsin-River Falls.
Rod Schroeder is VLS chairman of the board. He was formerly the WinField executive vice president and chief operating officer. He was also a vice president at Agriliance LLC and spent 18 years as president and CEO of Aurora Cooperative, Aurora, Neb., initially starting his career there as controller. Schroeder is a graduate of the Lincoln School of Commerce.
VLS told Green Markets last week that in addition to Schroeder, the board also includes agriculture entrepreneurs John Gorman and Mike Dobbins. VLS said these three individuals represent 120 years of agriculture and entrepreneurial experience. VLS said Gorman has almost 50 years of entrepreneur experience, including real estate, banking/finance, and agriculture, which includes both startups and large companies. Dobbins, with over 35 years of experience, is the managing director of Agrichem Australia, which sells products to over 25 countries.
The company’s focus is on advanced nutritionals, biologicals, and enhancement technologies that increase crop yields and improve farmers’ economic returns. The technologies promise to add value to row crops, specialty crops, vegetable and fruit crops.
“With tighter constraints and escalating populations, producing enough food will continue to be the biggest challenge growers face in the years to come,” said Krenz. “Vivid Life Sciences is searching the globe and vetting technologies that can offer relevant and practical solutions to match growers’ needs in North America.”
“By bringing brighter ideas in plant performance, we’re helping our ag retail customers add life to their product portfolios and ultimately helping growers reach their potential and achieve greater yields,” added Krenz.
Initially, VLS is leveraging the expertise and technology from its sister company, Agrichem Australia, Yatala, Queensland. Since 1986, Agrichem has offered an extensive range of specialty liquid fertilizers, soluble solids, plant health formulas, and adjuvants for growers in Australia and internationally. The Aussie sister says it has spent over $11 million in research and development in the past four years. It has a manufacturing facility in Australia.
VLS says it will represent Agrichem products in the U.S. and Canada, with more details on the partnership between the two to be announced this fall. The company is also actively developing partnerships with other international technology companies.
VLS will license IP-protected products and technologies to agricultural partners and distributors in the U.S. and Canada. It also plans to conduct product research trials in North America and provide product training and support for its licensed partners.