An unbroken chain of care

In the early 1980s, the Kilby family added oil seed rape to their traditional crops, and their prize-winning culinary oil has since grown in reputation, even attracting a recent visit from an impressed Duke of Gloucester.

"We've been using Yara products for a number of years and it meets our needs. We can't risk gaps in fertilizer application. We want an even crop at harvest time and with an even application that's what we get," says farmer Geoff Kilby.

The Kilbys are third-generation farmers, whose business takes its name from the scenic Wharfe Valley in Yorkshire, England. Besides traditional farming, they also offer customers the chance to pick their own fruit in the summer, and seasonal produce such as asparagus and potatoes.

The pride of their operation is their extra-virgin rapeseed oil, which is pressed and bottled on their premises. "Quality is very important; we need quality in fertilizer to get a product of the highest standard. We have won various awards for our oil, for best tasting product, and had a royal visit," Geoff says.

Craig Bell, from one of the largest UK fertilizer distributors, Frontier Agriculture, echoes the emphasis on looking for the edge given by superior solutions.

"Geoff uses the whole range of Yara products. This counts for a lot when aiming at a quality market, and that is also who I am aiming at - the quality market," Craig explains. "The products used not only offer the best spreading, this also saves him money."

Darren Glegg, area manager for Yara UK, is also convinced that such success is built on the unbroken concentration on excellence all along the value chain.

"The perception is that price is a priority but underneath that, quality plays a big part. As Geoff says, fertilizer quality is a key issue because it means his application is accurate and each plant is getting the right level of nutrients," Darren says.

Yara also believes that a top product is even better with added service, just as Wharfe Valley Farms likes to offer recipes to make the most of their award-winning oil.

"It's about giving customers the information and knowledge we have within our business, in terms of plant nutrition - and giving confidence - by raising their understanding," Darren says.