Digital agriculture powers market strategy

By BUUMBA CHIMBULUin Addis Ababa

A RUSSIAN agricultural chemical producer Schelkovo Agrihim has highlighted the critical role of data collection and digitalisation in understanding market needs and enhancing agricultural productivity during a recent international forum.
Its Head of Department for foreign countries products Klishin Sergey explained that expanding into new markets requires precise information on local agricultural practices and challenges.
“If we can synthesise and make some kind of database, currently processed and implemented in the field, we will be able to help both entrepreneurs and ministry representatives to control agriculture more effectively,” Mr Sergey said.
Established 27 years ago, Schelkov Agrihim holds 19 percent of the Russian market, supplying a full range of plant protection products.
Mr Sergey emphasised that their expansion strategy relied heavily on collecting accurate data, assessing local crop needs and analysing pesticide usage patterns.
This approach allowed the company to determine demand, price structures and environmental considerations before entering new markets.
He highlighted Ethiopia as a key strategic partner due to its rich agricultural heritage, particularly as the birthplace of coffee.
“Ethiopia is the most important country from the point of view of the origin of cultural plants. You all know that Ethiopia is the motherland of coffee, which should not be represented by anyone in the world,” he noted.
Schelkov Agrihim’s use of digital tools extends to monitoring crop protection systems, evaluating environmental impact, and understanding current agricultural practices in real time.
By integrating data from field operations, regulatory structures, and trade representatives, the company aims to offer tailored solutions that are both commercially viable and environmentally responsible.
“Our goal is to build a system where data flows seamlessly – from identifying problems to implementing solutions – so that agrarians, distributors and government officials can make informed decisions,” Mr Sergey said.
As the company moves to expand its presence in Africa, Schelkov Agrihim is positioning data collection and digitalisation as the foundation for sustainable growth, stronger market understanding, and efficient agricultural management.