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Meet Huma: Soil-health firm unveils new nameMeet Huma: Soil-health firm unveils new name

Change marks Arizona-based company’s 50th anniversary.

Tim Hearden

September 29, 2023

2 Min Read
Bee on a flower
A bee is on a flower. An Arizona company that makes nature soil amendments is changing its name, from Bio Huma Netics to simply Huma.Todd Fitchette

An Arizona-based maker of natural soil amendments is marking its 50th anniversary by simplifying its name, from Bio Huma Netics to simply Huma.

The firm, centered near Phoenix, bills itself as a global leader in sustainable humic-based products and technologies, with distribution in more than 35 countries. The name “Huma” is inspired by the word “humus,” a highly fertile, organic layer of topsoil, company officials said.

With the change, six current agricultural, turf and environmental products will consolidate under the Huma brand name, they said. The products are:

  • Huma Gro

  • Huma Gro Turf & Ornamental

  • Fertilgold Organics

  • Mesa Verde Humates

  • Probiotic Solutions

  • Alpha Synechtics

“With Huma witnessing unprecedented growth, we’re merging our family of brands to streamline our offerings, and ultimately demonstrate a consistent company fabric across all the industries we touch,” company CEO Lyndon Smith said in a release.

“The name ‘Huma” illustrates our core focus and strength of developing novel humic soluutions, all while reflecting the company’s legacy and guiding our future growth and innovation,” he said.

Mining rights

Founded in 1973, the three-generation, employee-owned company owns humate mining rights in Idaho and New Mexico, enabling it to provide technology to boost beneficial microbial activity, company leaders explain. The products help lead to premium crops, healthy soils and clean water, the firm says.

Huma plans to complete its rebranding process by November, and its efforts include:

  • A new website

  • A refreshed logo featuring a trio of circles to portray the company’s three pillars – humanity, the environment and technology

  • Updated social media handles

  • Upgraded product packaging

  • Renaming its Alpha Synectics Laboratory to Huma Research and Development, which conducts humic research along with product development and quality assurance testing.

  • Hosting the Huma World Conference in Gilbert, Ariz., in November 2024.

“Changing our name to ‘Huma’ reflects our mission of driving the soil and plant health movement, along with regen ag,” said Fred Nichols, Huma’s chief marketing officer. “The transition also promotes brand consistency, further empowering us to trailblaze innovative, all-natural humic solutions for a greener planet and greener bottom line for our customers.”

Huma is continuing its sponsorship of the Organic Sustainable Agriculture Production Continuing Education Course through AgCEUOnline. This course helps producers understand the most common pests in organic and sustainable agriculture and how to control insects, weeds and diseases in organic cropping systems.

To learn more about Huma, visit huma.us.

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