pablo
our man overseas
since 2015
"it is my personal mission to develop agriculture in my region"
Although Legro’s roots lie in Asten in Brabant, The Netherlands, the family business has significantly expanded internationally over recent decades. Today, more than half of its revenue comes from abroad. A significant part of that international revenue is generated outside Europe. A key figure in this expansion is Pablo Segovia, Sales Manager at Legro Americas.
AGRICULTURAL ENGINEER
Legro Americas has two sales offices—one in Mexico and one in the U.S.—both led by Pablo Segovia. Together with his team, he coordinates sales and logistics across South and Central America, the U.S., and Canada. Managing operations in such a vast region brings unique challenges, and Pablo is an essential link for Legro due to his extensive knowledge of both the industry and the region. “I was born in Ecuador, where I also studied Agricultural Engineering at the Universidad de las Fuerzas Armadas. I pursued this field with a passion for agriculture, encountering various subjects, including animal health. While my studies were broad, I ultimately chose to specialize in agriculture.”
EUROPEAN TECHNOLOGY AND KNOWLEDGE
“After completing my studies, I gained several years of experience at Esmeralda Farms, a prominent Ecuadorian farming company funded by U.S. capital that cultivates cut flowers using European technology and knowledge. I held multiple roles, gaining hands-on experience in production, pest control, and managing teams—eventually leading a farm site with 600 employees. Yet, I wanted to gain more knowledge, so I decided—based on the advice of several consultants and suppliers—to move to the Netherlands for a Master’s degree at Wageningen University: Master of Science (M.Sc.), Biosystems Engineering: Farm Technology. My time at Wageningen was transformative; it led me to start a small business with fellow students, ultimately connecting me with Legro and paving the way for my current role.”
PORTFOLIO WITH POTENTIAL
“When Legro invited me to visit their facilities, I was instantly captivated by their processes and products. The knowledge I had acquired in Wageningen, combined with Legro’s portfolio, was immensely valuable in my eyes! That’s why I joined Legro, with the mission of further developing agriculture in my region. Although Legro already had some clients here, demand for specific products—like coconut substrates—was rising steadily. Legro needed people who spoke the language and understood the culture and I was excited to fill that role.”
CONSISTENCY AND QUALITY
“Our customers recognize the quality of Legro’s products because they deliver real benefits in yield. In my conversations with them, I know that consistency and quality are the main reasons they remain loyal to Legro. In the Netherlands, this may seem obvious, but here, they genuinely appreciate what Legro creates! We offer a complete portfolio, including Professional Substrate blends from Helmond, Mushroom Casing Solutions, 100% coir blends with Botanicoir, and Peat-based substrates from Latvia. Our horticultural product range includes a diverse selection of substrates, catering to various needs. For instance, we offer fine blends specifically designed for seedlings, ensuring optimal growth conditions, as well as coarser mixes ideal for berry and vegetable crops, providing the necessary support for mature plants. Regardless of the industry, Legro consistently delivers substrates with exceptional physical and chemical properties, including uniform particle sizes, balanced moisture levels, and high sanitation standards.”
LEARNING THROUGH TRAVEL
“What I enjoy most about my work is the opportunity to travel frequently. Although I live in California, I spend a significant amount of time on the road. Traveling teaches me so much. Farmers are deeply connected to their surroundings and sometimes even spend their entire lives in one place. I find it inspiring to visit these farmers, learn from them, and share our expertise. I do this with great passion, and in doing so, we also attract new clients. Our clients often introduce us to new contacts because they’re enthusiastic about our products making them our main ambassadors— which is fantastic!”
CONNECTING WITH FARMERS
“I have great confidence in Legro’s future, and I see it as my personal mission to further develop agriculture in my region. There’s still much to be done here, and I’m excited about the opportunity to create added value for our customers, despite the challenges presented by local markets, such as in Argentina, Mexico, and Bolivia. By truly connecting with farmers, continuing to innovate, and keep on delivering high volumes while maintaining consistent quality, we can make a meaningful difference here as well!”
