At a glance
| Business | humic soil conditioner from activated leonardite + a system for measuring soil condition |
|---|---|
| Brand operator | INNO, s. r. o., Company ID 46490230, Trenčín, Slovakia |
| Scientific partner | Inštitút pokročilých štúdií, o. z. (Institute of Advanced Studies) |
| Stage | methodology and specification in place, supply base, brand, measurement system; ahead of scaling production and sales |
| Target markets | Slovakia, Czechia, Hungary, Poland; then the rest of the EU under CE marking |
| Segments | arable farming, vegetables and berries, organic farming, land reclamation and remediation |
| Use of funds | conformity assessment and certification, first production batches, field trials and references, deployment of the measurement system, commercial team |
| Structure | equity, convertible loan or a joint venture for a specific market — open to discussion |
Why now
Regulation opened the market
Regulation (EU) 2019/1009 explicitly permits leonardite as an input material, and CE marking opens the entire Union without country-by-country registration. It also tightens what may be claimed about a product — an advantage for whoever can document the content.
Soil is a cost item
Declining soil organic carbon shows up in fertiliser consumption, water retention and yield stability. Growers no longer compare products by narrative but by cost per hectare and year — a field where a number wins the argument.
Without measurement there is no sale
A humic conditioner acts over years. With no record of soil condition its contribution cannot be demonstrated and the conversation turns into a matter of belief. Measurement is therefore part of the delivery, not an add-on.
What does not work in this market
The humic products category has three weaknesses. For a new entrant they are an opening, not an obstacle.
| Market weakness | Our answer |
|---|---|
| Content declarations cannot be compared — stated once in dry matter, once in the goods as delivered, once as humic substances, elsewhere as humic acids. | One method (Lamar et al., J. AOAC Int. 97(3)/2014, HPTA) and one figure: total and free humic acids in dry matter. |
| Bulk prices are not public, so a grower cannot work out the cost per hectare without going through a salesperson. | Price per kilogram of active content and cost per hectare and year, in writing, set against any other product on the market. |
| Sales claims with no evidence behind them, often quoted at three different values across three channels of the same producer. | We claim only what survives an expert question; contested figures circulating in the market were deliberately not adopted. |
What the project rests on
Methodology, not raw material
Humic acid content is set by the deposit and processing cannot close that gap. What can be influenced is the share of free humic acids and the composition of the mixture. Every step of our process has a measurable output — otherwise it is a procedure, not a methodology.
European raw material with documented origin
Leonardite is admissible in organic farming only where obtained as a by-product of mining activities (Annex II, Regulation (EU) 2021/1165). Proof of origin is therefore part of the delivery — and the entry ticket to the segment with the highest margin.
HUMEUS Probe
Field probes, records of analyses, applications and batches, and next season's rate derived from the measured trend. It turns a one-off sale into a relationship with recurring revenue and data that is hard to replace.
Scientific backing
Literature review, design and evaluation of trials and data analysis are done with the Institute of Advanced Studies. Their output defines what we are allowed to claim.
Business model
| Revenue stream | Character |
|---|---|
| Conditioner sales (500 and 1,000 kg big bags, 25 kg bags) | the volume business; repeat purchase after 3 – 4 years following a control analysis |
| HUMEUS Probe — installation and operation | recurring revenue; ties the buyer to the methodology and to evidence of soil condition |
| Methodology services — analyses, rate design, documentation for inspection and certification | margin without goods; a way in to buyers who are not yet purchasing |
The economics are not settled by the price of a bag but by the cost per hectare and year. At bulk pricing and a four-year repeat interval this works out at EUR 35 – 86 per hectare and year depending on crop and rate. On cereals it is compared against savings on mineral fertilisers; on vegetables, berries and orchards what decides is yield and produce quality, where this amount is a low single-digit percentage of revenue per hectare.
These figures are modelled and derived from public prices and published application rates. Binding unit economics form part of the information memorandum.
Regulatory pathway
| Step | Status |
|---|---|
| PFC 3 classification under Regulation (EU) 2019/1009 and CE marking | being implemented — conformity assessment in progress |
| Content declaration by the AOAC/HPTA method, certificate per batch | in place, part of the delivery |
| Organic farming under Regulation (EU) 2021/1165 | conditional on proof of the raw material's origin |
| Safety data sheet, proof of origin, batch traceability | prepared |
Use of funds
1. Conformity assessment and certification
Completing the route to CE marking under 2019/1009, including analytics, documentation and the notified body. This is the step that opens markets beyond Slovakia.
2. First production batches and stock
Raw material, activation, packaging and laboratory control at a volume that carries seasonal demand without a gap in supply.
3. Field trials and reference plots
Trials with a control group on the crops where the economics work best. Without our own references a larger buyer will not sign.
4. HUMEUS Probe deployment
Probes and system operation at the first growers — a source of evidence of effect and the basis of recurring revenue.
5. Commercial coverage of target markets
Direct sales to larger growers and cooperatives in Slovakia and Czechia, distribution in Hungary and Poland.
What we are looking for, what we offer
Type of partner
Strategic — a distributor of agricultural inputs or a raw material processor bringing demand or the supply chain. Financial — an investor focused on agriculture, soil and the technology around it, comfortable with returns tied to the season.
Structure
Equity in the project company, a convertible loan, or a joint venture for a specific market. Size and valuation are a matter of negotiation — we are not going to estimate them in marketing copy.
What the partner gets
A share in a project with a finished methodology and brand, a seat in its governance, and where relevant territorial exclusivity. With a strategic partner, exclusive distribution instead of an equity stake is equally on the table.
How the process runs
Introductory call, non-disclosure agreement, information memorandum with unit economics and a financial model, due diligence, then terms. Materials are available in English and Slovak.
The project does not rest on an idea but on documented steps
Methodology, specification, supply base, brand and measurement system are in place. The investment goes into certification, first batches, trials and sales.
Risks we state openly
| Risk | How we handle it |
|---|---|
| Dependence on a single source of raw material | a second source is kept tested before it is needed; the specification is written so that both deposits can carry it |
| Batch-to-batch variation — leonardite is a natural rock | a certificate for every batch and a declaration built on the measured value, not on ambition |
| Price pressure from established brands whose bulk prices are not public | the second pillar is documented content and measurement, not the lowest price |
| Certification timing | national registration as an interim route to the domestic market while the conformity assessment runs |
| The evidence base in this category is uneven | we adopt only claims that survive expert scrutiny; our own trials have a control group and a measurable output |
Information memorandum on request
Detailed materials — unit economics, financial model, supply chain, certification plan and milestones — are provided under a non-disclosure agreement, in English or Slovak.
Get in touchThis page is for information only. It is not a public offer of securities, an invitation to subscribe or investment advice, and it contains no promise of return. The figures shown are based on public sources and our own modelled calculations as at the date of publication.