Huma® Acquires Gro-Power and Strengthens Sales Teams

Humic solutions leader enters the granular fertilizer market and shifts to a regional sales focus

GILBERT, Ariz., U.S., February 20, 2024 — Agricultural humic solutions leader, Huma®, Inc., has acquired the global granular fertilizer company, Gro-Power, Inc., effective immediately. The acquisition follows a longtime partnership of Huma® supplying high-quality humates — all-natural mineral solutions formed from prehistoric plant material — for Gro-Power humus-based fertilizer and soil conditioner products. Terms of the agreement were not disclosed.

“We greatly respect the trusted partnerships Gro-Power has established since its founding in 1966, and we’re committed to upholding the company’s strong reputation of excellence,” shared Huma® CEO Lyndon Smith. “Our goal is to not only preserve the legacy of Gro-Power and the Holden family, but to also strategically enter the granular fertilizer market to provide an expanded, more advanced portfolio to meet grower needs.”

In addition to Huma® Plant & Soil products encompassing liquid nutrients, plant protection and growth managers, the company now has the ownership rights to a suite of granular, humic-based fertilizers and soil conditioners. Such conditioners increase fertility by adding organic matter and beneficial microorganisms to the soil.

“We’re always aiming to generate more product advancements and enhance services for both growers and our retail partners, and in 2024, we’re positioned to do exactly that,” said Fred Nichols, Huma® chief sales and marketing officer. “Along with launching an established granular fertilizer lineup, Huma® is putting more company boots on the ground to help tackle regional crop production challenges and provide customized, cost-effective field solutions.”

By appointing more Huma® representatives to distinct geographies, customers will have a local resource who can address regenerative agriculture and soil health issues, along with ways to sustainably improve yields, lower crop input costs and increase return on investment. To bolster a growing regional company focus, Huma® leadership appointments include:

Fred Nichols: Executive Vice President, Global Chief Sales and Marketing Officer — Nichols will continue his head marketing responsibilities while leading the company’s global product sales, addressing strategic staffing needs and guiding regional growth.

Justin Smith: Executive Vice President, Business Development — Smith will direct company operations in Brazil and Mexico and oversee the Huma® Environmental and Turf & Ornamental divisions, along with the management of Tech Additive ingredient solutions for private label and agricultural partners.

Cory Ritter: Midwest Sales Manager — Ritter will work with retailers and farmers to improve soil and plant health, yields and return on investment through sustainable, regenerative agricultural solutions. As a lifelong Illinois corn and soybean farmer, Ritter is committed to offering customers agronomic advice and tailored humic solutions to overcome their unique field challenges.

Michael Gardner: Director of Huma® Turf & Ornamental – Gardner will transition from his role as regional sales manager to direct global sales and operations for the company’s Turf & Ornamental business, including products from the Gro-Power acquisition.

Through company-owned humate mining rights, along with a proprietary extraction and development process, Huma® provides groundbreaking technology to boost beneficial soil microbial activity, helping lead to premium crops, healthy soils and clean water. Micro Carbon Technology® is the foundational building block of Huma®, resulting in innovative biostimulant products that naturally increase nutrient availability and uptake, improve soil and plant health, and offer zero-residue crop protection against pests and diseases.

Huma® Global Chief Sales and Marketing Officer, Fred Nichols (at right), along with Huma® Regional Agronomist, Barrett Smith (center), meet with a farmer (pictured left) to discuss the plant health of his row and specialty crops.

To learn more about Huma®, visit Follow the company on LinkedIn, Twitter and Facebookto stay connected with the latest company news and updates.

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About Huma®
Huma®, Inc. harvests the power of ancient sunlight to develop humic solutions with a human touch. As a global leader offering all-natural humic solutions and biostimulants across the world, Huma® was founded in 1973 and is a three-generation, employee-owned company headquartered in Gilbert, Ariz. The company’s extensive product line accelerates regenerative ag systems, enhances beneficial microorganism activity, improves soil and plant health, increases nutrient availability and uptake, helps crops overcome abiotic or environmental stresses, and remediates or breaks down excess or toxic hydrocarbon and chemical compounds. Visit and follow the company on LinkedIn, Twitter and Facebook to learn more and stay connected.

About Gro-Power
The former Gro-Power, Inc. started manufacturing humus-based fertilizer and soil conditioner products in 1966. The California-based company developed soil fertility solutions by using high-quality organic matter and beneficial soil microorganisms to improve soil texture, balance soil chemistry and optimize plant food. Learn additional information about Gro-Power at

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