When I began working with agricultural customers over a decade ago, I didn’t come from a farming background. My experience was rooted in industrial coatings, where I serviced industries like packaging, can coatings, and paints. What surprised me about agriculture was the openness. Customers were willing to share insights, challenges, and ideas. That transparency helped me quickly understand the value of relationships in this industry.
At Michelman, we’ve spent more than 75 years developing water-based coatings. As a key account manager, I’ve spent over 15 years helping customers solve technical problems and bring sustainable innovations to market. Bringing that experience into agriculture, I saw a chance to do something impactful by applying proven technologies in new ways that truly benefit Michelman customers.
Seed coatings were a natural extension of our expertise. In fact, some of our early innovations came directly from concepts in other industries. Because I still work with customers in coatings, I’ve been able to transfer valuable ideas across markets. That cross-industry knowledge often leads to unexpected solutions.
Over the past 10 years, I’ve built strong relationships in agriculture. These partnerships have been essential in helping us tailor our offerings to build customer solutions. Seed customers have asked about improving flowability, protecting seed quality, or reducing overall environmental impact from the products used. One of the most exciting advancements has been our development of microplastic-free seed coatings.
These new solutions offer the same high performance as traditional coatings, without the environmental drawbacks. They support soil health by eliminating microplastics while maintaining the durability and handling characteristics customers expect. For me, this is a true win-win — helping seed companies stand out in the market while contributing to a more sustainable future.
Agriculture is built on trust and long-term commitment. At Michelman, those values are part of our DNA. We’re not just entering a new market; we’re building on decades of relationship-driven innovation to support the future of farming.
