The Future of Agriculture: “Green and Precise”

In a world grappling with food security challenges and an escalating climate crisis, the Haifa Group plays a key role in providing innovative solutions in precision agriculture. In an in-depth interview with the company’s CEO, Motti Levin, and Dorit Koltin, Vice President of Regulation, Environment, and Sustainability,  they discuss the need for investment in innovation and the group’s latest projects, including the Blue Ammonia initiative and advanced infrastructure development to bolster Israeli industry. 

The Haifa Group is recognized globally as a pioneer in agriculture, thanks in part to groundbreaking innovations that enable crops to be more productive and resilient. These advancements are developed at the group’s research and innovation center and rigorously tested at the Aaronsohn Farm near Atlit, where professional groups from Israel and abroad come for training. 

The company was founded in 1966 as part of a government initiative to maximize the use of Israel’s natural resources, including the Dead Sea and phosphate fields, for the production of special fertilizers. “Understanding the historical context is essential,” explains Levin. “The young State of Israel had to contend with harsh climates, arid soils, and a scarcity of resources, primarily in water and manpower. Innovation was the only way to survive, grow, and thrive.” 

The company, which began its journey in the production of potassium nitrate for agricultural purposes, developed a wide range of soluble fertilizers and complementary products for nourishing and strengthening plants. The Haifa Group grew in parallel with Netafim, which brought drip irrigation to the world. Over the years, the two companies led a revolution in the world of precision agriculture and plant nutrition through fertilization via irrigation systems, a revolution that today has reached new heights. “We developed a new model that changed the face of the industry,” Levine says.

“The combination of precise fertilization and irrigation gave rise to the concept of ‘precision agriculture.’ We told the world that we could make agriculture smarter, more precise, and most importantly, environmentally friendly. The goal of precision agriculture is to improve crops while reducing resource use and minimal damage to the environment. “The idea is simple,” Levine explains. “We strive to grow more with less. Less water, less minerals, less environmental pollution. It’s not just a technological solution – it’s a conceptual change.”

According to Levin, traditional fertilization, which was accepted in the past, causes enormous environmental damage and is a far cry from green and environmentally friendly agriculture. “The concept of ‘fertilizing the soil,’ which sounds very romantic, is actually very problematic. Studies show that 80% of the conventional fertilizers spread in the fields do not reach the plant at all. They contaminate the soil, water, and even the atmosphere,” he explains.

To address these issues, Haifa Group developed technologies such as controlled-release fertilizers and fertigation systems, which provide plants with precise nutrition tailored to their unique growing conditions. “Precision agriculture is not only a way to improve crops,” Levin adds, “but also a means to reduce the environmental footprint. Our fertilizers allow farmers to use less water and fertilizer while achieving better economic and agricultural results.” 

Dorit Koltin, Deputy Director General of Environmental Regulation and Sustainability adds: “One of the main advantages of precision agriculture is its ability to cope with the challenges of the climate crisis. Today’s plants must cope with extreme situations such as heat, cold, or water scarcity, and our technologies provide solutions that strengthen their durability.”

Independent production of ammonia

One of the burning issues that occupies the Haifa Group is Israel’s food security. “We are in an era where the global population is growing rapidly while resources are dwindling. Our mission is to provide solutions that make it possible to feed more people, more efficiently,” explains Koltin. In order to address this issue, the Group has invested considerable resources in strengthening the industrial and agricultural independence of the State of Israel.

The Haifa Group is investing $700 million in infrastructure development in Israel, primarily in the Negev. One major project is the construction of a 400-dunam solar field. “This is an area where there used to be old evaporation ponds. Today, we are rehabilitating it and building a facility that will produce renewable energy,” says Koltin. “We plan to reduce greenhouse gas emissions by 10 million tons, reduce pollution of soil and water sources, and save massive amounts of water. It’s not just agriculture – it’s a commitment to the future of the planet.”

Another important step in the ecological area is the establishment of a plant to produce blue ammonia, or ‘Blumonia’ as it is called at Haifa, which will be completed in 2025. “Ammonia is a key raw material in nitrogen fertilizer production as well as in a variety of other industries,” explains Koltin. “The transition to independent production of renewable energy-based ammonia allows us to strengthen Israel’s energy independence and significantly reduce pollution. Until now, we have been importing ammonia. The construction of the facility will give the state independence in the field of ammonia.”

A Diplomatic Gateway for Israel 

The Haifa Group’s technologies and its successes in the agricultural sector have led the company to international success and, more importantly, constitute a diplomatic gateway for Israel, even in the complex political period that the country is experiencing during the war. “Despite difficulties, such as boycotts of Israeli companies, we maintain a leading position in the industry,” says Levin, who last year was invited to serve as chairman of the Plant Nutrition Committee of the World Fertilizer Organization. “Agriculture is a universal language,” Levine notes. “Even in areas where there are political tensions, our innovations are respected. In the agricultural world, and in discussions on food security issues, the Haifa brand has become synonymous with quality and innovation.”

As a leading global body, the Group also sets an example in the social sphere, whether it is gender equality or promoting the employment of older workers or people with disabilities. “Six of our 18 subsidiaries are led by women, and 40% of the engineering and laboratory workforce are women,” Koltin proudly shares. “In an industry such as ours, which is traditionally male, this is an important achievement. Our employees are the heart of the company. We invest in them not only as a means of improving performance, but out of a commitment to social values.”

Levin underscores that the company’s innovation, which also comes from its employees, both in Israel and abroad, is the group’s most powerful tool, which has revolutionized the industry. “Today, farmers worldwide can manage all their agricultural activities through smartphone apps. We’re heavily invested in developing digital tools that help them make data-driven decisions, optimize resource usage, and increase productivity. “Precision agriculture is not only a solution to today’s problems,” Levin concludes, “but also the way to build a better future for us all.”  

The Environment and Climate Change portal is produced in cooperation with the Goldman Sonnenfeldt School of Sustainability and Climate Change at Ben-Gurion University of the Negev. The Jerusalem Post maintains all editorial decisions related to the content.

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