Formulators, Custom Blenders, Seed Treaters and Farmers are discovering the benefits of Clariant’s Agrocer® Red 112 seed colorant in a market where demand is growing rapidly.
On the environmental benefits of seed treatments, and the growing value of seed technology, more and more seed colorants are transforming our agricultural world with a rainbow of colors.
In a recent study by Mordor Intelligence, the global seed colorant market was valued at just over USD 271 million in 2018 with expectations of 15% compound annual growth to 20251.
This growth forecast reflects an increased understanding by manufacturers, distributors, and retailers that coloration is becoming more important for seed identification, and as a way of improving brand awareness in a competitive market where an increasing number of innovative products are constantly being developed. With a firm focus on R&D, Clariant’s Agrocer Red 112 pigment is one of these innovations, offering U.S. and global manufacturers, and their customers, a superior product with one of the best colorant attributes the market has to offer.
A Warmer, More Compatible Red
Previously, the basic range for seed colorants was made up of red, blue, green, and violet. Now, with U.S. EPA approval of the Agrocer Red 112 pigment, virtually any color is possible. Indeed, when blended with yellow, it is being used to make striking orange shades, increasingly being used as brand and technology differentiators in seed. With just a quick glance at seed, a vibrant striking color can immediately identify a variety’s brand position and trait. Customers equate seed appearance with quality, therefore the more color strength, the better. Agrocer Red 112’s opacity and color strength mean the hiding power and color are stronger and give better coverage, not possible with the older and weaker Pigment Red 48:2 technology.
“Agrocer Red 112 exhibits a warmer yellow color shade, making it particularly suitable to design various red and orange shades. With a higher pigment content and higher hiding power per ounce of pigment, less of the dispersion is needed to deliver the same color intensity,” said Mark Self, Market Segment Manager for Special Applications, Business Unit Pigments North America at Clariant. “This means that less water is introduced into the formulation, providing more space for additional agronomically beneficial ingredients in the seed treatment,” he continued.
Less Colorant, More Impact, More Options
One growing example of the use of Agrocer Red 112 is where customers are seeing better performance in comparison to Pigment Red 48:2, which has long been used in seed treatments, but overall is darker and less vibrant, and in some formulations can have stability issues. Also, Agrocer Red 112 Dispersions can be used at around a 25% lower use rate to get the same impact of color and, following Clariant’s work in the U.S. that ensured EPA approval of Agrocer Red 112, companies can formulate a product using one formula for sales around the world.
Less Colorant, More Impact, More Options
One growing example of the use of Agrocer Red 112 is where customers are seeing better performance in comparison to Pigment Red 48:2, which has long been used in seed treatments, but overall is darker and less vibrant, and in some formulations can have stability issues. Also, Agrocer Red 112 Dispersions can be used at around a 25% lower use rate to get the same impact of color and, following Clariant’s work in the U.S. that ensured EPA approval of Agrocer Red 112, companies can formulate a product using one formula for sales around the world.
Make Your Varieties and Traits Visible
Color is key to branding seed varieties. Nice packaging is one thing, but when customers open the bag, it is reinforced that they are purchasing a differentiated, premium product. Even within your own product line-up make color a visible differentiator. A Research Gate study found that buyers often make up their minds about a product within a minute and a half and up to 90% of that is based on color alone! With more seed companies and professional seed coaters looking for new color options to differentiate their products, Clariant’s Agrocer colorants can be blended to make numerous custom shades, meaning you can identify individual varieties, traits and treatments.
We can provide customers with our Agrocer pigments in liquid, granular and powdered options, in a variety of package sizes. We can also work with you to ensure chemistry compatibility, and ensure you get superior coating and colorant technology. We have formulations experts, and a lab, to work with you to provide not just a product but a solution that suits your individual needs. Agrocer Red 112 is just the beginning. Let us show you how you can use it to change the way your product stands out in the bag, and in the fi eld.
To learn more about Clariant and Agrocer seed coloration, visit www.clariant.com/agrocer or contact Kevin Brost at 406-204-4404 or kevin.brost@standardcolors.com
