Not sure why it's a problem that ECT has strong competition....

Not sure why it's a problem that ECT has strong competition. It's a massive market.

The fact that there are multiple players in the fertiliser/ag sector provides great comfort in that it reinforces the less risky approach taken by ECT to execute their "Race to Revenue" strategy.

Their JV partner (ESG Agriculture) obviously believe they can help their crop farming contacts meet their ESG obligations, in part, by purchasing the Coldry based fertiliser. It begs the question, why didn't ESG Agriculture go to the established players? (Rhetorical Question)

imho