Focusing on Quality Proves a Successful Growth Strategy for Crop Company

CARLSBAD, CA, November 23, 2011

Villa Crop Protection provides a comprehensive range of high quality, cost-effective crop protection solutions, adding value and creating wealth for all stakeholders while satisfying the Southern African farmers' need for sustainable crop production.

Villa Crop Protection's business model is based on "doing things differently" when it comes to product development formulation development, packaging and labelling. Schreuder explains that over the last few years, emphasis has been on improving the quality of its portfolio of products rather than chasing market share and turnover. "We started phasing out low margin products and tried to move towards increasing our gross profit margin. The key focus has been improving the margin percentage, which has done so by about 3-4 percent across the business."

The company has also found niche markets in producing products that are specific to the local market and that can meet unmet needs of our local growers. Global research multinationals do not always accommodate for these needs because it is not profitable enough for them.

"South Africa constitutes about 1 percent of the global agricultural market," Schreuder says. "So if a worldwide company doesn't think developing a particular product for a local need is worth it, we are happy to step up."

Read the full report for Villa Crop Protection at: http://www.foodanddrinkdigitial.com/reports/villa-crop-protection

About Villa Crop Protection

Villa Crop Protection is headquartered in Johannesburg and has been in existence under the current name since 1998, although its history dates back to 1989, with the formation of Exportos by Tom Fraser. In 1994 Exportos and a number of retail distributors joined hands to form a new venture namely Commodochem. In 1996 the Commodochem name was changed to Travon followed in 1998 by another name change to the present Villa Crop Protection.

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