Agrovista has expanded its agronomy team in East Anglia with the appointment of Fred Playford-Crane, who will offer targeted technical advice to farmers across Norfolk.
Whether choosing a fungicide to tackle Septoria or selecting a cover crop to help restore soil health and tackle blackgrass, Fred has ample practical knowledge to help ensure he offers the most suitable options to customers.
Before joining Agrovista in the spring of last year he managed a 240ha mixed farm near Reepham for three years, in which he still has an input, undertaking all the planning and arable operations.
He spent the previous four years working on a 640ha mixed organic farm in Norfolk, following a three-year stint on a 1800ha arable unit in the north of the county.
“It has been very interesting seeing such a contrast in farming styles, which has given me a real appreciation for the bigger picture,” says Fred.
“The job is no longer about just supplying plant protection products – it’s providing advice, thoughts and ideas, delivering an all-encompassing approach. It’s this that really excites me.
“All our decisions and actions, for example cultivations, cover cropping, and choice of plant protection products, need to complement each other, which is very much the Agrovista principle.”
Fred was brought up on his family’s mixed farm in the Broads and went to Writtle Agricultural College, where he gained an honours degree in agriculture.
“Agronomy has always interested me,” he says. “I joined Agrovista in February last year – I was approached by a friend of mine within the company regarding recruitment in my area, and it went from there.”
BASIS-qualified Fred has been busy building up business and supplying seed and providing soil analysis and leaf tissue testing. He says joining Agrovista is a long-term move.
“I want to set myself up for my peak years,” he says. “I’m looking forward to challenging myself in a role that I really enjoy, working with farmers and getting the best results for them.
“They are spending good money and you have to respect that and value their business. Building personal relationships with growers and contractors is vital if we want to build and retain our customers’ trust.”
Agrovista’s East region sales manager James Stark says Fred’s passion for UK agriculture stood out at their first meeting. “That, coupled with his varied practical background means Fred is in a great position to deliver technical expertise and key messages regarding soil heath and on-farm innovation.
“I am confident he will build trusted relationships with farmers across East Anglia and I am thrilled to have him on board.”