Jun 2, 2023
Crop nutrition and protection company changes name
Huma Inc., formerly known as Bio Huma Netics, is consolidating its six product and service lines under one entity.
Bio Huma Netics celebrated its 50th anniversary by officially renaming itself. The name “Huma” is inspired by the word “humus:” the highly fertile, organic layer of topsoil that brings life to the soil and our planet. Huma seeks to deliver “Humic Solutions with a Human Touch,” according to a news release.
Founded in 1973, Huma is a global provider in sustainable humic-based products and technologies, with distribution across the world. Six current agricultural, turf and environmental brands – including Huma Gro agricultural liquid fertilizers and specialty products and Fertigold Organics – are being consolidated under the one brand name.
Through company-owned humate mining rights, and a proprietary extraction and development process, Huma provides groundbreaking technology to boost beneficial microbial activity, helping lead to premium crops, healthy soils and clean water. Micro Carbon Technology is Huma’s foundational building block, 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, according to the release.
“With Huma witnessing unprecedented growth, we’re merging our family of brands to streamline our offerings, and ultimately, demonstrate a consistent company fabric across all the industries we touch,” Lyndon Smith, Huma’s CEO, said in the release. “The name ‘Huma’ illuminates our core focus and strength of developing novel humic solutions, all while reflecting the company’s legacy and guiding our future growth and innovation.”
Huma plans to complete the rebranding process by November, and efforts underway include a new website, logo, upgraded product packaging and hosting the Huma World Conference in Gilbert, Arizona, in November, according to the release.
“Changing our name to ‘Huma’ reflects our mission of driving the soil and plant health movement, along with regen ag,” Fred Nichols, Huma’s chief marketing officer, said in the release. “The transition also promotes brand consistency, further empowering us to trailblaze innovative, all-natural humic solutions for a greener planet and greener bottom line for our customers.”
The three-generation, employee-owned company headquartered in Gilbert, Arizona, harnesses the power of ancient sunlight to develop crop nutrition and protection lines. Huma mines and manufactures raw humates, including humic and fulvic acids, and also creates biostimulants, soil amendments and crop nutrients based on humic technologies. The company’s product line accelerates regenerative ag systems, enhances beneficial microorganism activity, improves soil and crop 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.