Trust as the Driving Force Behind International Growth

Behind every international project, there is far more than just a technological solution. There are people who understand each market, recognise each customer’s needs and work to build long-term relationships based on trust.

As José Manuel Fernández Portillo approaches his fourth anniversary at ITC, we spoke with our Export Manager to learn more about his professional journey within the company, the challenges of managing such diverse markets as North Africa, the Middle East and Eastern Europe, and the importance of working with strategic partners to continue driving ITC’s international growth.

Drawing on his experience, we discussed the challenges of exporting, the evolution of fertigation, and the value of building trusted relationships with customers and partners across international markets.

Next month marks your fourth anniversary at ITC. Looking back, how would you describe your professional development during this time, and how have you experienced ITC’s growth across the markets you manage?

When I joined ITC, I had already spent around five years working as an Export Manager for another company in the agricultural irrigation sector, specialising in sprinkler manufacturing. As a result, many of the markets I took over were already familiar to me, and I had a good understanding of how they operated.

Even so, joining ITC represented a significant challenge. I moved from selling a very specific product to working with advanced fertigation solutions, which require a much higher level of technical expertise and closer customer support. During my first few months, my main focus was on gaining an in-depth understanding of our products and learning how I could add value from day one.

Over time, I have strengthened relationships with distributors and customers, brought new partners on board, and become involved in increasingly important projects. I have also had the opportunity to witness ITC expanding its international presence and earning the trust of new markets.

Over these four years, I have grown significantly as a professional, while at the same time watching ITC continue to grow. I believe both have evolved together, and that is incredibly rewarding.

You work across very different markets, from North Africa to the Middle East and Eastern Europe. What would you say are the main differences between them, and what do they all have in common when looking for a technology partner like ITC?

Every market has its own characteristics. Negotiation styles vary, decision-making processes differ, communication approaches change, and even technical requirements depend greatly on the type of crop, climate and water availability.

What is interesting is that, despite these differences, they are ultimately looking for much the same thing. They want to work with a company they can trust, one that is responsive when challenges arise and offers far more than just a product. There are many companies in the market, and our ambition is to stand out by delivering something better.

This is something our customers truly value about ITC. They know that behind every product there is a technical and commercial team committed to supporting them throughout the entire project. When you are doing business thousands of kilometres away, trust becomes just as important as the technology itself.

Turkey has become one of ITC’s most promising markets in the fertigation sector. Your collaboration with SmartSoil has played a key role in this growth. What value does having a trusted local partner bring, and how has this partnership contributed to the development of new projects?

Turkey is a highly dynamic market with enormous potential for fertigation. It is also a market where having a knowledgeable local partner, close to the customer, is essential.

In this respect, our collaboration with SmartSoil has been fundamental. We have built a relationship based on trust, open communication and a shared way of working. They have an excellent understanding of the local market, while we contribute our technical expertise and product development capabilities.

We also share opportunities to exhibit at events such as Growtech, one of the industry’s leading trade fairs, where we meet customers, showcase new developments and continue generating new business opportunities.

I believe that when the manufacturer and distributor work together as one team, customers notice the difference. The service is faster, the technical support is stronger, and projects are delivered with greater confidence and reliability.

Based on your experience in the field, what are the main challenges facing fertigation customers today, and how do ITC’s solutions help address these needs?

Today, growers are expected to produce more while using resources far more efficiently. Water is becoming increasingly scarce, fertilisers represent a significant cost, and any dosing error can have a direct impact on both crop performance and profitability.

That is why customers are looking for solutions that are accurate, reliable and easy to use. They want to automate processes, optimise resources and have complete confidence that their systems will operate consistently for many years.

I believe ITC offers real value in this respect. Naturally, we provide high-quality equipment, but what truly sets us apart is the support we offer throughout the entire process. We are always committed to working closely with our customers, helping them get the very best from every project.

Ultimately, it is not simply about selling a dosing pump or a fertigation system. It is about understanding each customer’s specific needs and providing the solution that best fits their operation. That approach is what keeps so many customers placing their trust in us year after year.

Thank you, José Manuel, for sharing your experience and insights with us. Conversations like this highlight the value of the people behind ITC and the commitment with which we approach every project, wherever in the world it may be.