The global agricultural landscape is undergoing a significant transformation, with biological products emerging as key players in this evolution. I had the opportunity to sit down with Murat Mert, Global Head of Biologicals and General Manager for Turkey at Rainbow, to discuss the trajectory of biological products, the market’s explosive growth, and Rainbow’s strong commitment to these solutions.
A Global Perspective on the Future of Biologicals: A Conversation with Murat Mert
“When we look at the past decade, it’s clear that biological products have shifted from being niche solutions to essential components in the agricultural toolkit,” says Murat, reflecting on the remarkable progress the industry has made. “A few years ago, biologicals were seen as complementary to traditional farming practices, but today they are recognized as powerful tools in their own right.”
According to Murat, the drivers behind this growth are multifaceted. “On the one hand, we have farmers increasingly seeking sustainable alternatives, and on the other, there’s an undeniable push from regulators and consumers demanding cleaner, more eco-friendly products. This intersection of market demand and regulatory requirements has created the perfect environment for biologicals to thrive.”
Impressive Growth and the Road Ahead
The global biological market has experienced unprecedented growth over the last five years. Murat explains, “We’ve seen the global biological market grow to over $12.9 billion in recent years, and we project it to reach nearly $20 billion by the end of the decade. It’s clear that the appetite for bio-based solutions is only increasing.”
Rainbow has been at the forefront of this growth, driven by its deep commitment to innovation and sustainability. “We’re not just responding to market trends—we’re shaping them,” Murat adds. “Rainbow sees biological products as a cornerstone for the future of agriculture, which is why we’ve heavily invested in R&D and built a robust portfolio of bio-based solutions that are both effective and scalable.”
Why Rainbow Is Leading the Biological Charge
As Murat delves into Rainbow’s strategic vision, it’s clear that the company’s commitment to biologicals is not just about growth—it’s about transformation. “We believe that biological solutions are the key to ensuring long-term sustainability in agriculture. But we also recognize that chemical products still play an important role. The future is about balance—bringing together the best of both worlds to provide farmers with comprehensive, holistic solutions.”
Rainbow’s approach is driven by collaboration and innovation. Murat highlights the importance of the Bio Innovation Hub in achieving this balance. “Through our Bio Innovation Hub, we’re able to bring together experts from all over the world, working on developing solutions that address specific market needs. This collaborative platform is what sets us apart—it ensures that we are not only innovating but also creating products that are tailored to the real-world challenges farmers face.”
A Bright Future for Biologicals
Looking to the future, Murat is optimistic about the role biological products will play in global agriculture. “We expect the market to continue growing at a rapid pace, especially as farmers, distributors, and retailers recognize the long-term benefits of bio-based solutions. At Rainbow, we’re committed to supporting this growth through continued innovation, strategic partnerships, and a clear focus on sustainable practices.”
As we wrap up our conversation, Murat reiterates Rainbow’s vision for the future. “This isn’t just about selling products—it’s about changing the way we farm. It’s about ensuring that the next generation of farmers has the tools they need to succeed while protecting the planet. Bio is the way to grow, and Rainbow is proud to lead this movement.”
Rainbow Bio. Because Bio is a way to grow.
