Huma has announced the California registration of Surf-Max, a next-generation water optimizer and surfactant designed to help growers “make every drop count” amid tightening water allocations. Moving beyond traditional surfactants, Surf-Max is positioned as a water efficiency optimizer that reduces surface tension by 50%, ensuring moisture and nutrients reach the root zone instead of pooling or evaporating.
Official California Registration
The most significant news is that Surf-Max is now registered for use in California. This opens up access to 9.6 million acres of irrigated land where water scarcity is an issue. While previously available in other parts of the West and Southwest, this registration allows Huma to target the high-value specialty crop market in California directly.
Data-Driven Results: 7 Years of Significant Water Savings
The product is backed by a substantial seven-year research study from Spain (Agron) that demonstrated a 10% to 30% reduction in water use while maintaining consistent yields.
“Previously, this product was mainly marketed a surfactant, and then there’s been some recent research that’s come out of our distributor in Spain that says, holy cow, it’s really a water efficiency utilization tool,” says Fred Nichols, executive vice president, chief sales & marketing officer.
Specific highlights include:
- 22% water savings in lettuce
- 20% water savings in olives
- 15% water savings in tomatoes
“Making Water Wetter” with Micro Carbon Technology
Nichols describes the product as a “water efficiency optimizer” rather than just a traditional surfactant.
“There’s all kinds of surfactants on the market, and a lot of times, it’s the lowest price wins. This is not that. This is something totally different thanks to the Micro Carbon Technology,” Nichols says.
Powered by Huma’s proprietary Micro Carbon Technology, Surf-Max reduces water surface tension by 50%. This prevents pooling, puddling, and evaporation, instead creating a “wetting bulb” that moves water and nutrients horizontally and vertically into the root zone (down to about 15 inches).
“It’s a two-for-one. It’s a water optimizer, while being an excellent carrier with our humic-based liquid carrier. It delivers what you want, where you want it. And when you put that on with your fertigation, it will not pool, it will not puddle, which leads to higher evaporation,” Nichols says.
Enhanced Nutrient Density & ROI
Beyond hydration, the product acts as a high-efficiency carrier that improves nutrient uptake. Field results showed significant increases in nutrient density for processed tomatoes, including:
- 50% increase in phosphorus
- 28% increase in copper
- 11-17% increase in iron and manganese
Small Dose, Big Impact: One Pint Per Acre
Surf-Max is designed for modern irrigation systems, including drip tape and pivots, without the risk of clogging or equipment damage. It features an low use rate of just one pint per acre, making it an eco-friendly and cost-effective solution for growers looking to maximize their return on investment (ROI).
“This is an eco-friendly, biodegradable product that is a great fit for fertigation,” Nichols says.
Strategic Evolution for Huma
This launch represents a shift in Huma’s brand positioning. By moving beyond traditional soil amendments into “water optimization,” Huma is broadening its portfolio to provide diverse, technology-driven solutions for the “today’s reality” of restricted water allocations.
“In the past, this product was a modest product for us. But with the new registration, the long-term study from our distributor, and our better placement in market, we are changing the reach of this product,” Nichols says.
