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BASF to go direct in Middle East

BASF will sell crop protection products directly to customers in the Middle East and Nile regions. The move is in line with the company’s long-term strategic plan to increase its support for the professional agricultural markets in the region. These markets are currently valued at approximately €300 million ($430 million) annually, it says. BASF aims to triple revenues in Africa and the Middle East by 2018. It revealed plans last year to open six new offices in Africa by 2013 in a bid to triple revenues in the continent over four years ( Agrow No 589, p 4). Its “intensified sales and marketing” programme in 2010 led to a 50% increase in sales. The company also plans to establish a hub for agricultural products in Cairo, Egypt and will also offer tailored services and training programmes to local farmers and technicians.

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