Agrii modernises the Master Seeds brand to emphasise the strengths and benefits of an integrated approach to agronomy. - Agrii - Connecting Agri-science with farming

Company News

February 3, 2020

Agrii modernises the Master Seeds brand to emphasise the strengths and benefits of an integrated approach to agronomy.

For decades Master Seeds has been synonymous with seed quality and excellence. From the Spring of 2020 the Master Seeds brand will receive a new look to more closely align it with the core Agrii branding.

This new branding represents change. Master Seeds is changing because the world around us is changing – growers need and expect more added value from the advice and products we provide.

Here at Agrii, we have a determination to continue leading the way with our research and development, innovation and practical agronomy-based solutions.

This rebrand is more than just cosmetic, we are defining who we are as a business and what our seed offer means for growers.

This shift reinforces our;

Our research and development team work with all major plant breeders to identify the varieties that could offer yield or agronomic advantages. We then test these varieties in real-farm conditions at our extensive iFarm trials network. This generates our own regionalised Agrii Advisory list that gives our agronomists the confidence to select the best variety options.
Our customers benefit from relevant and accurate information on variety agronomics, drilling dates, seed rates and management programmes to deliver significant yield and gross margin improvements. Due to the strength and scale of our iFarm network, this information is unique to Agrii.

We process seed through our own seed plants, operated by highly experienced staff, ensuring our quality control standards in seed health and seed treatment application are maintained throughout the production operation. The seed is then certified in our licenced laboratories and checked against our stated Master Seeds standards. Standards that equal or exceed the seed industry regulations. Because we run our own seed plants, we can manage processing slots and delivery schedules to ensure our seed is available at the right time.

Having a high-quality seed is just the start. Our integrated approach means that Agrii agronomists work with their growers, to apply the results of our R&D to their crops.
The combination of seed and seed treatments; RHIZA digital farming services (for soil mapping and variable rate drilling and application), fertiliser, nutrition and crop protection, ensures our growers maximise yields and gross margin.

Don’t grow a problem – plant a solution.


As part of the new brand introduction we will be delivering to twenty randomly selected seed customers a single new blue Master Seeds bag of seed embedded in a delivery of the yellow bags, for each customer who receives one of those deliveries they will win a prize comprising of:

  1. A credit of £200 to use against a Master Seeds purchase in Autumn 2020
  2. A Rhiza service on a field for one season (up to 20ha)
  3. One broad spectrum soil analysis.

We are really excited about this new chapter for Agrii and the Master Seeds brand.