Key Takeaways
- Product innovation in 2025 is centered on optimization, durability, and risk mitigation rather than disruptive new chemistries.
- Crop protection remains the dominant innovation area, particularly in large-scale row crops.
- Automation demand across Middle East horticulture is increasingly driven by quality, consistency, and hygiene.
- Saudi Arabia is emerging as a key growth market for horticulture automation, while the UAE remains stable.
- Recent company updates highlight continued investment in controlled-environment agriculture, crop protection, and digital tools.
Product Innovation in 2025 Focuses on Optimization
Recent product launches indicate that agricultural input innovation in 2025 is largely focused on improving existing systems rather than introducing new categories. Crop protection continues to attract the highest level of activity, shaped by resistance challenges and regulatory pressure. Innovation is concentrated in economically significant row crops, where scale supports development and approval costs.
In specialty crops, innovation is being absorbed primarily through genetics and integrated system solutions. European launches, in particular, reflect regulatory-driven shifts toward biological products, resistance traits, and non-chemical tools.
Measurement, decision-support, and nutrient-efficiency technologies are increasingly positioned as system enablers. Product claims emphasize pest and disease control, with yield benefits framed conservatively around protection rather than step-change improvements. Nutrient and operational efficiency tools highlight cost control and compatibility with existing workflows.
Automation Demand Expands Across MENA Horticulture
Automation adoption across Middle Eastern horticulture is being driven by quality, consistency, and hygiene considerations rather than labor costs alone, according to Olav Scholte, Regional Director Middle East at TTA-ISO.
“It's not always that straightforward to invest in automation, but even there we do see some interest,” Scholte said, referring to emerging markets such as Egypt, where lower labor costs make automation decisions more selective.
Saudi Arabia has become TTA-ISO’s strongest growth market, supported by farm consolidation and large-scale projects. The UAE remains a stable and established market, while early traction is also visible in Oman. Scholte noted that automation is becoming more relevant as farms scale and manual handling introduces variability and contamination risks, particularly in planting, grafting, and harvesting operations.
Industry Updates From the Week
This week’s selected news includes continued expansion by 80 Acres Farms in controlled-environment agriculture, Bayer’s launch of the Baya Solara strawberry variety for protected cropping, and portfolio updates from FMC Canada. Developments were also reported by Bushel Plus, Terraclear, Indovinya, Thunderstruck Ag, Luya Tech, Pandag, and Easy Environmental Solutions.
In addition, BP and Corteva announced the formation of Etlas, a joint venture focused on scaling biofuel feedstocks, with initial supply expected from 2027.
