{"id":22172,"date":"2026-10-05T11:20:28","date_gmt":"2026-10-05T09:20:28","guid":{"rendered":"https:\/\/seipasa.com\/?post_type=noticias&p=22172"},"modified":"2026-10-05T11:20:28","modified_gmt":"2026-10-05T09:20:28","slug":"interview-with-raul-montoro-director-of-seipasas-garden-unit","status":"publish","type":"noticias","link":"https:\/\/seipasa.com\/en\/news\/interview-with-raul-montoro-director-of-seipasas-garden-unit\/","title":{"rendered":"\u201cOur project goes far beyond the home gardening consumer\u201d"},"content":{"rendered":"

Ra\u00fal Montoro takes the helm of Seipasa’s Garden business<\/a> unit to lead its expansion in the home market and adjacent sectors. Backed by nearly three decades of experience in professional agriculture, R&D, and in-house manufacturing, the executive explains how the Natural Technology\u00a9 model works to deliver innovative, sustainable, and accessible solutions tailored to the sector’s evolving needs.<\/h3>\n

1. You are joining Seipasa at a mature stage of the project. What does leading the Garden division mean to you professionally, and what attracts you most to this endeavor?<\/h3>\n

I believe we are at a turning point. Times of change always create opportunities. Personally, that is precisely where I feel most comfortable: I am passionate about building, creating new things, and turning ideas into business projects.<\/p>\n

Furthermore, Seipasa starts from extraordinarily solid foundations: nearly three decades of experience in professional agriculture, technical expertise, R&D capabilities, proprietary technology, manufacturing, and plant protection registrations<\/a>. The challenge now is to determine how we can leverage all that knowledge to bring new ideas and approaches to a garden market that, paradoxically, is very mature yet undergoing major shifts.<\/p>\n

However, our project goes far beyond the home gardening consumer. We possess capabilities that can open up opportunities in other adjacent markets, and we intend to leverage and capitalize on them to the fullest.<\/p>\n

Professionally, it is an exciting challenge, and above all, I appreciate the trust Seipasa has placed in me to lead this new phase.<\/p>\n

2. Now that you have assumed leadership, what are the initial milestones and priorities set in your short- and medium-term roadmap?<\/h3>\n

The first priority is to define very clearly what value we want to bring to the market. Our goal is not to replicate our competitors’ catalog. We have sufficient knowledge, development capacity, technology, and plant protection registrations to build our own distinct offering.<\/p>\n

To do so, we must start by looking at how the market is changing. New generations of gardening enthusiasts are emerging, climate change is altering how plants are cared for, and sales channels, communication, and relationships between brands, retail, and consumers are evolving.<\/p>\n

We want to respond to these changes with our own unique understanding of plant care and market dynamics.<\/p>\n

Building all of this takes time. That is why, alongside developing our own offering, we are exploring agreements with key international players in both Europe and the United States. Seipasa holds a portfolio of registrations for botanical-based plant protection products and biostimulants that can generate compelling collaboration opportunities and accelerate our entry into specific markets.<\/p>\n

3. After nearly three decades of leading residue-free professional agriculture, how is Seipasa’s innovative DNA in biocontrol and biostimulation translated into the home gardening segment?<\/h3>\n

The main challenge lies precisely in the \u201ctranslation\u201d of Seipasa’s Natural Technology\u00a9<\/strong>. Natural Technology\u00a9<\/strong><\/a> is the model that Seipasa has developed over more than 28 years by combining innovation, proprietary technology, sustainability, and active ingredients of natural, botanical, and microbiological origin. All of this expertise comes from an extraordinarily demanding professional environment.<\/p>\n

However, home gardeners do not speak the language of an agricultural professional, nor should they have to. They want to know what problem the product solves, how to use it, what results to expect, and to do so in a way that aligns with how they interact with plants and the environment.<\/p>\n

That gives us a significant advantage. Because the expertise and development originate within Seipasa, we know everything about our products: what they do, how they work, and what can be expected from them. This enables us to turn complex technical knowledge into simple, understandable, and relevant solutions for a non-professional audience.<\/p>\n

It is not about simplifying the technology, but rather about making it more accessible.<\/p>\n

4. The Natural Technology\u00a9<\/strong> model is Seipasa’s hallmark. What unique element does this value proposition bring to the Garden segment and the home gardening consumer?<\/h3>\n

I believe there are three key pillars. The first is experience: behind every solution is a company that has been working in professional agriculture and solving real crop challenges for over 28 years.<\/p>\n

The second is a deep commitment to innovation. When a company dedicates more than 30% of its workforce to R&D, innovation is not a marketing talking point; it is core to how we operate.<\/p>\n

And the third is our status as a manufacturer. We control the process from development and formulation through to manufacturing and market delivery.<\/p>\n

To all of this, we add something especially important in the Garden division: an understanding of the channel, its dynamics, and consumer needs. The combination of science, industrial capability, and market insight is what allows us to build a truly differentiated offering.<\/p>\n

5. Unlike many home market players acting as traders or intermediaries, Seipasa is a direct manufacturer. How does end-to-end process control from the L’Alc\u00fadia industrial complex impact final product quality?<\/h3>\n

Being a manufacturer allows us to oversee and direct the entire process. It begins with knowing precisely what we are working with: we carefully identify and select active ingredients rather than relying on generic extracts.<\/p>\n

That deep expertise enables us to develop proprietary formulations and, in certain cases, protect them with patents. Furthermore, during manufacturing, it allows us to control fundamental parameters such as stability, consistency, and batch-to-batch repeatability.<\/p>\n

Ultimately, all that technical complexity must translate into something very straightforward. For end users, it means assurance, consistency, trust, and safety. For our clients and retailers, it means offering products backed by technical expertise and a manufacturer that knows exactly what it is delivering to the market.<\/p>\n

6. Iberflora represents the first major showcase for Seipasa’s new push. What do you aim to achieve through your participation in the trade fair, and what impact do you expect to make on the sector?<\/h3>\n

Iberflora provides an opportunity to present this new phase of the Garden division to the market and articulate what Seipasa aims to contribute.<\/p>\n

We want to showcase our value proposition while tailoring it to different market segments, as the needs of a garden center, a major retail chain, specialized distributors, or the end consumer are not necessarily the same.<\/p>\n

Additionally, Iberflora allows us to expand this conversation into other professional fields. The presence of professionals from public and private landscaping, green space maintenance, and sports turf management gives us the opportunity to explore needs that we can meet using expertise, technology, and tools already proven in agriculture.<\/p>\n

There is another goal that I consider essential: to talk and listen. We want to open new channels of dialogue with distributors and industry professionals, understand their needs, and share where we believe the market is heading.<\/p>\n

Ultimately, we want the industry to recognize Seipasa for who we are and what we can directly deliver to the market.<\/p>\n

7. Looking ahead over the next few years, what is the long-term vision for the Garden line, and what positioning does Seipasa aim to consolidate?<\/h3>\n

The long-term vision is to translate the positioning and capabilities Seipasa has built in professional agriculture to adjacent markets where we can deliver differential value.<\/p>\n

The Garden division is a fundamental piece of that strategy, but we want to look beyond that. We aspire to become a key player in non-agricultural markets where our expertise, technology, and innovative capacity make sense.<\/p>\n

That does not mean applying the exact same proposal across all markets. Each market has different target audiences, channels, and needs, and we must be able to develop specific value propositions for each one.<\/p>\n

What will remain common across all of them is our identity: Natural Technology\u00a9<\/strong> as the starting point, and innovation as the tool to transform it into relevant solutions for each market.<\/p>\n","protected":false},"featured_media":22173,"template":"","class_list":["post-22172","noticias","type-noticias","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/seipasa.com\/en\/wp-json\/wp\/v2\/noticias\/22172","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/seipasa.com\/en\/wp-json\/wp\/v2\/noticias"}],"about":[{"href":"https:\/\/seipasa.com\/en\/wp-json\/wp\/v2\/types\/noticias"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/seipasa.com\/en\/wp-json\/wp\/v2\/media\/22173"}],"wp:attachment":[{"href":"https:\/\/seipasa.com\/en\/wp-json\/wp\/v2\/media?parent=22172"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}