Rainbow Agro Uses ‘Quick Market Access Platform’ for Growth Based on Regional Opportunities

C O M P A N Y    P R O F I L E

Rainbow Agro recently released its 2022 Half-Year Report, showcasing the company’s strategies for expansion for 2022 and beyond. One of the company’s more interesting strategies included the “quick market access platform,” which works by obtaining diversified product portfolio registrations for target countries to offer growers more solutions in those regions.

The strategy builds local teams in targeted countries to carry out B2C business, while remaining open to partnerships to carry out a B2B operations.

In the company’s report, it stated the strategy allows, “the company [to] rapidly expand market share through multiple channels including the company’s self-built team and cooperation with industry partners.”

For each target country, Rainbow Agro uses the local teams in tandem with a traditional export model of crop protection products and overseas registration model. This allows Rainbow Agro to “flexibly adjust and switch between different market roles such as suppliers, brand owners and service providers according to changes in market scenarios and product differences,” the report stated.

Registration Spending
As the company moves forward with increasing overseas registrations, it has increased spending on global registration fees by $3 million compared to last year’s first half. The company also grew their staff from 119 in 2021 to 149 in 2022 with registrations initiated in Belarus, Iran, Rwanda, Botswana, Armenia, and Bangladesh. As of August 2022, Rainbow Agro had 267 China domestic registrations (with 25 newly added) and 4,459 overseas registrations (with 452 newly added).

Opening 2001 in China, Rainbow Agro is known for its innovative expansion strategies to become a leading multinational in crop protection offering herbicides, insecticides, fungicides, plant growth regulators, and seed treatments. With four manufacturing bases in Weifang, Qingdao (Shandong Province, China), Pingluo (Ningxia Province, China) and Argentina, it has established more than 60 subsidiaries overseas and carried out business in more than 80 countries.

Additional Growth
Another growth area for the company is in research and development (R&D). To achieve large-scale production of active ingredients with leading technologies, the company recently hired 44 new employees. The strategy runs in tandem with its global expansion to “select from expired product patents that are instrumental for expanding into multiple markets … Research, develop and launch differentiated agents with the guidance of the pain points of end markets around the globe.” •