To help mark its 50 years in business, the company formerly known as Bio Huma Netics will now be Huma, Inc. This consolidates its global footprint, including six product lines (HUMA GRO, HUMA GRO TURF, FERTILGOLD ORGANICS, Mesa Verde Humates, PROBIOTIC SOLUTIONS and Alpha Synectics), under one brand.
Huma will continue to focus on developing innovative products and technologies and aims to deliver “Humic Solutions with a Human Touch.”
Fred Nichols, the company’s chief marketing officer, says the new brand name is coming after its largest year of sales ever and building on the momentum of interest in soil health and regenerative agriculture.
“Particularly in the past six months, we have gotten a boom of attention,” he says.
Nichols highlights the quality of the product manufactured by Huma. The company owns humate mining rights in Idaho and New Mexico, and uses a proprietary extraction and development process.
“As with any biostimulant, it’s how they are synthesized and how they are manufactured that leads to quality. And our process is what leads to our consistency,” Nichols says.
Huma has developed its Micro Carbon Technology (MCT), which is the foundational building block of the company’s liquid nutritional products. MCT provides an ultra-efficient vessel to move products throughout the plant, from both the soil and foliage.
“We have organic and conventional products—and biostimulants are growing in awareness as they can accelerate microbial activity in the soil faster,” Nichols says. “It used to be that companies were afraid to talk about cutting fertilizer volumes. That’s an area where we can drive value for our customers. By improving soil health and delivering nutrients to the plant more efficiently—through the roots and foliage—you improve nutrient uptake, which leads to lower fertilizer application rates.”
As part of the new company entity, the Alpha Synectics Laboratory will be renamed Huma® Research & Development. Additionally, the company will be hosting its Huma
World Conference in Gilbert, Arizona, in November 2023.
“With Huma witnessing unprecedented growth, we’re merging our family of brands to streamline our offerings, and ultimately, demonstrate a consistent company fabric across all the industries we touch,” said Huma CEO Lyndon Smith in the company’s announcement. “The name ‘Huma’ illuminates our core focus and strength of developing novel humic solutions, all while reflecting the company’s legacy and guiding our future growth and innovation.”
