A Global Market for Farmers: BASF’s Michael Wagner on Ukraine and Europe’s Agricultural Future
Photo by: Latifundist.com
Michael Wagner, Vice President Agricultural Solutions EMEA North at BASF, a seasoned agribusiness expert with over 50 years of experience, dedicated his life to agriculture. From his childhood passion for farming to his leadership roles at BASF and industry associations, he has witnessed the evolution of global agriculture firsthand. In this interview, Wagner shares his insights on Ukraine’s agricultural potential, challenges facing European farmers, and the role of innovation in shaping the industry’s future.
Connection to Ukraine
Latifundist.com: Happy to greet you in Ukraine. How many times have you been in our country? What was your first association with Ukraine when you came here?
Michael Wagner: This is my fourth visit in the past 18 months. Before that, I’ve never been here.
And my association with Ukraine — when I studied agriculture, I learned that Ukraine could feed all of Europe. That was back in the 1980s. Seeing Ukraine’s agricultural potential firsthand today, I still believe that is true.
Latifundist.com: Do you feel safe in Ukraine?
Michael Wagner: Yes, I feel safe. Of course, going to a shelter is a disruption, but the war is always present. Talking to people, hearing their stories — it’s heartbreaking. As a company, we do everything we can to protect our employees, but there are limits.
Career in Agribusiness
Latifundist.com: You have had an outstanding career in agribusiness. Could you tell us why you chose this path, specifically agribusiness?
Michael Wagner: I can honestly say I have been in agriculture for more than 50 years. My passion for agriculture started when I was just five years old. I spent time on a neighbouring farm and told my parents I wanted to be a farmer. Since then, my passion for farming has never faded. My father was not a farmer, but I worked on a farm in my spare time from the age of five. I spent all my holidays there, from 6 AM to 8 PM. When I was 12, I started my own farming business. I grew half a hectare of potatoes and cucumbers, selling the potatoes in the neighbourhood and the cucumbers to a factory. That was the beginning of my farming journey. Since then, I have been fully devoted to agriculture. I completed an apprenticeship in farming. I have worked in vegetable farming, cattle, pigs, and oil crops. I even worked with tropical crops like sugarcane and coffee in Central America. Farming has been my life’s work.
Latifundist.com: So you were fascinated by farming from childhood.
Michael Wagner: Yes, farming is my life.
Latifundist.com: And what profession did your parents have?
Michael Wagner: My father was a teacher, and my mother was a psychologist. They had no connection to farming. However, if you go back generations, my ancestors were farmers. My great-grandfathers were small-scale farmers in Germany. But my parents and grandparents were not farmers.
Latifundist.com: How many years have you been working at BASF?
Michael Wagner: I have been with BASF for more than 30 years. I initially started in the fertilizer business. I worked as a staff member for the president of the fertilizer division. At that time, we had to reorganize the fertilizer business due to cost and price pressures. Later, I worked in the crop protection business in both strategic and operational roles. I spent five years in Barcelona as the marketing head for Southern Europe. Then, I was a country manager for Northern Europe for five years. That included the UK, Ireland, the Nordics, and the Baltics. Now, my role covers Germany, Poland, Ukraine, and the southern countries of Eastern Europe.
Challenges and Opportunities in European Agriculture
Latifundist.com: What are the key challenges and opportunities you see for European agriculture in the next five years?
Michael Wagner: I am also the president of the German Industry Association, representing fertilizer, seed, crop protection, and biostimulants businesses. In this role, I am part of a governmental commission advising the German chancellor and agriculture minister.
Our main challenge is balancing environmental requirements with producing high-quality food at reasonable prices for a growing world population. I believe this is the biggest challenge facing agriculture globally. Ukraine has the potential to play a major role in meeting this challenge due to its vast agricultural resources. Other challenges include water and labour shortages and access to modern innovations. But the primary challenge is producing more with less land as the population grows.
Innovations and BASF’s Product Portfolio
Latifundist.com: In 2024, BASF introduced a Revysol-based® portfolio in Ukraine, starting with Revyona®, followed by Daxur® and Revycare® in 2025. What are the results of using Revysol® products in Ukraine and the EU?
Michael Wagner: First, let me explain why we developed these products. Revysol® is a novel azole-based fungicide portfolio developed with environmental sustainability in mind. We designed a molecule with a better environmental profile than previous technologies. This was a new approach — prioritizing environmental safety first and then developing the product. We phased out Epoxyconazole and replaced it with Revysol®. Although Epoxyconazole is still registered in Ukraine, we are transitioning to Revysol®.
We have seen positive results — significant yield benefits in wheat and improved resistance management. The portfolio also supports specialty crops, which face significant regulatory restrictions in the EU.
Latifundist.com: What innovations do you plan to introduce in 2025?
Michael Wagner: In 2025, we are actively expanding our line of Revysol® products not only in the specialty crops segment but also in the grain segment, which is the basis of agricultural production. This year, we are also launching Revysol® products, including Revycare®, in the oilseeds segment for the first time and continue to develop this portfolio.
Given the current situation in Ukraine, we understand that despite the war and economic difficulties, the agricultural sector continues to operate, although it suffers significant losses due to russian aggression. That is why we see the need to introduce innovative products and new molecules for agriculture.
We will continue to expand our portfolio of Revysol® products, gradually replacing other azoles on the market. This is driven by both EU regulatory requirements and the need for effective resistance management. In addition, according to our research and feedback from farmers, Revysol® products provide higher yields compared to older chemicals.
Our strategy is to introduce innovations not only in the fungicide segment but also in herbicide products. In 2025, we are launching a new product, Basagran® Pro, which we believe will be a real breakthrough in the soybean herbicide segment. This is an improved formulation of the well-known Basagran®, which provides even better results even at lower application rates.
In 2026-2027, as an innovative company, we will continue to adapt our portfolio to new realities. Expect new products that you will definitely hear about and see in the field.
Our long-term strategy is to adapt our portfolio to evolving market needs. We are also heavily investing in Ukraine’s agricultural future. One of our biggest projects is hybrid wheat, which we are developing for key markets like Germany, France, and Ukraine.
While it won’t be available for another few years, this hybrid wheat could be a game changer for Ukraine’s wheat production. It will offer higher yield potential, better disease resistance, and improved drought tolerance — crucial in the face of climate change.
Latifundist.com: How do you see the future of fungicides and crop protection in Europe, given regulatory changes and sustainability goals?
Michael Wagner: The European regulatory system is a major challenge. Unlike other regions, the EU follows a hazard-based approach rather than a risk-based one. This means many active ingredients are being phased out. As a result, there are fewer new products in the pipeline. That’s why innovations like Revysol® are critical for the market.
Latifundist.com: What long-term sustainability initiatives does BASF plan to implement in Ukraine?
Michael Wagner: Sustainability starts with product safety and responsible use. But the biggest issue is climate change. We launched a climate program in Germany, the UK, and France. Using our digital platform xarvio®, we collect farm data to optimize crop protection use and reduce carbon emissions by up to 30% per ton of harvested yield. Soon, we will obtain certification for carbon credits, which food value chain players can use to reduce their carbon footprint. This initiative is currently focused on cereals like wheat but will expand further in the future.
Ukraine and European Agriculture Relations
Latifundist.com: Let’s talk about the Ukrainian farming sector. You know that between Ukrainian farming and European farming, there are certain disconnections, protests, and other challenges. How do you see this connection, and how can we collaborate?
Michael Wagner: We are already collaborating today in some way. Some Ukrainian production passes through European Union countries to a certain extent, and its products are also used there. It's a global market. We are all playing in a global market — European farmers and Ukrainian farmers alike.
Yes, this presents a big challenge for our neighbours, particularly for small-scale farmers. There is huge pressure to become more efficient. Ukrainian agriculture is competitive on a global scale, but not all European farming structures can compete at that level. This can trigger restructuring, which is a major challenge.
From a political perspective, the key issue is how to manage this transition while ensuring that smaller farmers can still make a living. However, I am confident that we will find a way to handle it because there is a global need for food production. Ukraine will play a major role in meeting this need.
Latifundist.com: We talked about innovations and digitalization. How do you see these technologies helping Ukrainian farmers recover after the war?
Michael Wagner: I believe Ukrainian farmers are already doing quite well in this regard. There is a high level of openness to new technologies in Ukraine, particularly in the western regions that are less impacted by the war.
I see Ukrainian farmers connecting with industries and partners in other countries. This process is already underway — no one is waiting for the war to end. Farmers are preparing today for the future. I think Ukraine will become even more integrated with Western Europe, leading to advancements in production approaches, trade, and numerous opportunities for all sides.
Regulatory Challenges and Market Adaptation
Latifundist.com: What are the biggest regulatory challenges for BASF in the European market?
Michael Wagner: The biggest challenge is the hazard-based approach to regulation in Europe, which differs significantly from other continents. In major agricultural markets like North and South America, there is a greater willingness to manage risk rather than just avoid hazards. I hope Europe will adjust its approach slightly.
This does not mean allowing excessive risks in production, but rather shifting from a purely hazard-based approach to a risk-based one when evaluating new technologies. Even biological products come with certain risks — every technology does. The key is finding a balanced approach that allows for innovation while ensuring safety.
Latifundist.com: Is it easier to register a new product in the European Union or in Ukraine?
Michael Wagner: Europe has some of the highest standards for product registration, which is generally a good thing. There are differences between Europe and Ukraine, but Ukraine is moving closer to European registration requirements.
We are adapting our portfolio accordingly, and many Ukrainian farmers want to align with European standards to ensure smooth market access in the future. While registration processes in Ukraine are currently faster than in the EU, the country is making steps toward stricter regulations to enhance quality and compliance.
Advice for Farmers and Future Trends
Latifundist.com: If you could give farmers a piece of advice on adapting to modern challenges, what would it be?
Michael Wagner: My key advice would be to keep innovating. Farming is one of the most innovative industries in the world, even more so than many high-tech sectors. Farmers have only one major decision per year — planting their crops — and then must wait an entire year for the next opportunity. This requires continuous improvement and openness to new ideas.
Never just repeat what you’ve always done. Always explore new solutions and embrace innovation.
Latifundist.com: What is the most exciting technology or trend in agriculture that will shape the industry in the coming decades?
Michael Wagner: Without a doubt, digitalization. Precision farming is a part of it, but digitalization is much broader — it connects farming to the entire value chain.
Today, food companies like Nestlé, for example, want to know exactly how agricultural products are grown. A century ago, consumers bought food directly from farmers. That’s no longer possible on a large scale, but digitalization allows us to achieve the same level of transparency and traceability through technology.
Sofiia Yaroshenko, Latifundist.com