"Distributors and commercial teams saw the value of Hyperplan immediately, and it gave us a competitive advantage in understanding our markets better than anyone else."
In the rapidly evolving agritech landscape, the intersection of agronomy, data, and technology is reshaping how crop protection strategies are developed and implemented. Certis Belchim, a leader in plant protection and biostimulants, has embraced this change, leveraging innovative approaches to deliver tailored solutions to farmers.
In this article, we explore the insights shared by Raphaël Biezunski, Head of Seed Treatment Development at Certis Belchim, highlighting how Hyperplan helped him tackle sales and marketing challenges by
strengthening Certis Belchim's teams' commercial capabilities, implementing go-to-market strategies, and securing measurable results.
From field trials to market activation: The commercial challenge ahead
Raphaël leads both long-term development projects for new seed treatment products and provides technical support for existing and newly launched solutions.
Certis Belchim focuses on non-generic innovations, emphasizing biocontrol and integrated solutions rather than selling individual products.
The company aims to provide farmers with complete solutions that enhance crop management and productivity, addressing increasingly complex agronomic challenges. Certis Belchim has developed strong programs in several markets, integrating biocontrol and biostimulants to respond to specific farmer and food chain requests. However, the adoption of these solutions varies by region, underscoring the need for precise, datadriven deployment.
"More and more, the foundation of crop protection is moving away from solely chemical approaches toward an integrated pest management including agronomic practices and variety selection.
Climate change introduces unprecedented variability, requiring us to manage multiple pests and stresses simultaneously."
Managing specific crop diseases like take-all (Gaeumannomyces graminis var. tritici) in cereals presented significant difficulties. The disease affects roots, often without visible symptoms above ground, leading to potential
yield losses of up to 50% in extreme cases. Certis Belchim had accumulated over 1,500 field trials to model disease risk based on crop rotation, soil type, and climatic conditions. This modeling effort enabled the identification of previously under-recognized risk zones and informed the development of cost-effective solutions like Toltek, complementing the high-value Latitude product.
But once Toltek had been developed, there were still a few challenges to address: How to size the need? Which areas are affected by low to medium take-all pressure leading to unperceived losses? Where to position Toltek
to get the higher value for the farmers? That's where Hyperplan comes in.
"Before Hyperplan, understanding where and when to deploy treatments required analyzing massive datasets manually. Now, we can identify high-risk areas and optimize interventions efficiently."
Technology for sales enablement: Why Certis Belchim chose Hyperplan
Raphaël emphasizes a balanced approach to technological adoption. "The implementation of new technologies is not a goal for itself. The importance is to look how new technologies can help us resolving problems."
Therefore, he recognizes the transformative potential of tools like artificial intelligence and predictive modeling, provided they are used judiciously with high-quality data.
"It’s not the technology alone but how you use it that matters. Whether satellites, drones, or AI, each tool has limitations. The key is to find the right scale and integrate technologies to complement each other."
Raphaël’s decision to adopt Hyperplan was driven by the platform’s highresolution satellite imagery and its ability to integrate multiple agronomic factors in near real-time, including soil type, climate, sowing dates, and crop rotation. Key factors considering that take-all disease is influenced by sowing dates and is more likely to develop on short cereal rotations.
Key criteria influencing adoption included:
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Visualization and user experience: The platform is intuitive and engaging for both technical and commercial teams.
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Data reliability: Hyperplan translates complex datasets into actionable insights.
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Reactivity and support: The Hyperplan team listened, understood specific needs, and adapted the tool accordingly.
"The visualization and user experience are incredible; it’s almost like a video game. The data is reliable, and everyone enjoys using it."
The onboarding process leveraged internal trust and expertise, ensuring adoption across marketing, technical support, and field teams. Hyperplan enabled Certis Belchim to approach distributors with precise recommendations and create credibility when launching new products in unfamiliar markets.
In its first year of use, Hyperplan helped Certis Belchim:
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Map disease risk across the whole territory.
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Support the launch of Toltek by identifying high-value intervention zones.
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Enhance distributor confidence with actionable, data-driven insights
As the first year of deployment comes to an end, Hyperplan has established itself as a practical sales-enablement tool for Certis Belchim’s commercial excellence and marketing teams : Dedicated users across both functions have been fully onboarded and trained, with sustained adoption averaging around 90 connections per user over the year, or roughly twice per week.
Hyperplan has been used both to support internal work—such as market sizing, portfolio positioning, and reparation of commercial materials—and as a live support tool in discussions with distributors. By providing early visibility on addressable hectares, disease risk exposure, and relevant crop rotations, the platform has helped teams better prepare launches, align sales messages, and engage the distribution network with data that was
not previously available to them.
While the full commercial impact will materialize over time, early usage patterns and field feedback indicate that Hyperplan is already contributing to more informed and targeted go-to-market execution. And, most importantly, product launch commercial targets are met.
"The first year was about establishing a benchmark. Distributors and teams saw its value immediately, and it gave us a competitive advantage in understanding our markets better than anyone else."
From local success to global strategy: Expanding Hyperplan’s impact across new markets
Initially launched in France in 2024, Hyperplan has now been rolled out in 17 Certis Belchim countries since the end of 2025.
Furthermore, Raphaël foresees expanding Hyperplan’s use to new territories, including regions where diseases are less understood, such as Africa or Americas. He also envisions leveraging the platform for sustainability initiatives and improving the precision of seed treatment applications to minimize environmental impact.
"Hyperplan allows us to scan new regions efficiently, identifying where investments in time and resources will yield he highest returns. It’s not just a tool for today but a strategic asset for expansion and sustainability."
Hyperplan demonstrates the power of integrating high-resolution data, predictive modeling, and intuitive user experience to drive precision agriculture. For commercial teams, its value lies in providing actionable insights that enable credible product positioning, strong sales deployment strategies, and distributor engagement.
Raphaël’s advice for companies considering Hyperplan is to embrace multi-scale data analysis, from plot-level precision to landscape-level insights, and to view the tool as complementary to existing agronomic knowledge.
"Adopt Hyperplan if you want to work at multiple scales, integrate data intelligently, and create insights that your team and distributors can trust. It’s about leveraging creativity, technology, and agronomic expertise together."
Turn crop intelligence into commercial advantage
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