Transforming Agriculture and Environmental Markets with Innovation in Green Ammonia and Fertilizer

In this episode of Deanna's Dialogues, Deanna Reitman welcomes Tom Bowker and Irfan Verjee of Shomax to discuss how innovation in green ammonia and fertilizer is transforming agriculture and environmental markets. Tom and Irfan share how their proprietary additive enables plants to absorb nitrogen more efficiently through their leaves, improving yields while directly removing potent nitrous oxide greenhouse gases from the ambient air — a process that addresses both fifth-grade earth science and ninth-grade chemistry fundamentals in a novel way. Their approach integrates behind-the-meter solar microgrids to produce green ammonia at a lower cost than traditional methods, creating a fully renewable and sustainable system that is also economically viable for farmers and corporate offtakers. The Shomax model delivers triple benefits: affordable fertilizer, carbon and removal credits, and opportunities for environmental attribute certificate (EAC) sales, generating revenue streams for farmers and investors alike.

Irfan highlights the intersection of capital markets and ground-up development, bridging investor expectations with real-world sustainability outcomes and better returns than most green infrastructure investments. Tom discusses the challenges of market adoption, noting that farmers respond to lower costs and stability as much as sustainability, with fixed input prices backed by solar, water, and air, instead of volatile commodities like natural gas. The team addresses industry hurdles and regulatory compliance, explaining how Shomax’s off-grid systems bypass many challenges that have slowed other green ammonia projects.

Their technology appeals to large food producers and retail chains in the U.S. and Europe, who seek green, organic fertilizers to meet sustainability targets and manage Scope 3 emissions, while also offering revenue opportunities for farmers and apparel manufacturers sourcing clean inputs. Throughout the episode, Tom and Irfan emphasize the importance of combining people, product, and process to drive innovation and impact, encouraging listeners to revisit basic science and apply it creatively to global challenges. The discussion spotlights how legal, financial, and technical knowledge are converging to deliver solutions that benefit the environment, the agriculture sector, and investors — making this a must-listen for professionals navigating the future of sustainability, energy, commodities, and finance.