Manuel Recio, Irrigation Sales Director in Iberia at ITC

Manuel Recio, with a 15-year background in the agricultural sector, started as an Agricultural Technical Engineer in 2005. In February 2022, he joined the sales department, and now, as the new Commercial Director for Irrigation in Iberia, we spoke with him to get his views on the industry and his thoughts on digitization and technological advancements in agricultural management.

You began your professional career as a Commercial Technician in the irrigation sector back in 2005. What are the differences between that Manuel and the one we find now?

Yes, indeed. I started my first professional experience in 2005 as an Agricultural Technical Engineer, fresh out of university. When you graduate with an engineering degree, you think you’re well-prepared for the workforce due to the time and dedication spent on studying. However, you realize theory is one thing, and practical experience is another. Now, after 18 years, holding a second degree as an Agronomic Engineer and with 15 years of experience in the agricultural sector, I feel well-prepared for both the present and the future.

Throughout your career, you’ve worked as a sales representative for various agribusinesses. What have you gained from all these years?

Certainly, I’ve worked as a sales representative for multinational companies in fertilizers, seeds, and irrigation. Luckily, I’ve been out in the field, dealing with different agricultural crops, sectors, and stakeholders, from small farmers to agricultural cooperatives, large estates, distribution companies, and major accounts. This has provided me with valuable agronomic knowledge and a comprehensive view of the agricultural sector at all levels. Having diverse experiences enriches you personally.

You started your journey with ITC in early 2022. What roles do you currently perform within the company?

I joined in February 2022, almost two years ago, as an Area Manager for Northern Spain and Portugal. I believe the results have been good, and since October 2023, I’ve been acting as the Commercial Manager for all of Spain and Portugal in the irrigation sector. We are leaders and a reference here, making the experience quite impactful.

What were the main challenges you faced at ITC?

Initially, the main challenges were getting to know the products, the company, and customers I wasn’t familiar with, and, above all, continuing to introduce our product catalog to the sector. We have distinctive products like EFR, Dostec AC, Dosmart AC, Agitators, which provide significant added value and advance the control of fertilizer application through fertigation. Fortunately, we’ve met and even exceeded the set goals so far. There’s a great team and organization behind it.

“The digitization of the sector, remote sensing, sensors, weather stations, controllers, mobile applications… all contribute to improving the management of a farm.”

Today, we live in a digitalized world, and almost every sector is digitalized to some extent. What changes has this brought to the agricultural sector? How do you think ITC has progressed towards agricultural digitization?

I think digitization, including remote sensing, sensors, weather stations, controllers, mobile applications, all contribute to improving farm management. However, for traditional farmers, an influx of technology can be overwhelming. Naturally, ITC has progressed with the times, and our irrigation controllers, dosing pumps for fertigation, can be controlled and managed from the palm of your hand through our mobile applications and the internet. These advances in the agricultural sector are very interesting; they help optimize time and resources and improve farm management. Still, it’s clear that they can never replace the farmer since agriculture is not an exact science, and each year can be different. As a professional agronomist, I believe in getting out into the field and observing what’s happening on your farm.

What distinctive features do you think characterize ITC?

ITC is a surprising company from the start. You see how a “small-sized” company is a national reference in the fertigation sector, despite not being a large multinational with fewer resources. Here, you realize the excellence of its products, research and development, the technical expertise of the company’s personnel, and that the company is formed by the people working in it. The company still maintains the values and principles established by its founding partners, and I believe it will continue to do so within the new structure as part of the Verder Group.

What are the main advantages of ITC’s dosing pumps?

For me, beyond the quality of the products we manufacture and the technology we bring to the sector, the key to ITC’s success is the company itself: the trust in our products and the ITC company within the sector. This trust, the bond built over the years, is its main competitive advantage, and in agriculture, “trust is everything.” Selling in agriculture is all about trust.

After all this time being part of the ITC team, do you have any anecdotes with the team?

The corporate outing from last year was entertaining. It included activities, training, leisure, dinner, sports, and in this case, indoor soccer matches. It brought back memories of my days as an amateur or “semi-professional” football player. Even after being retired for 20 years, I still retain the technique.