GreenH2 Fertiliser — Marketing & Sales Strategy
The offtake and channel strategy, the pricing approach and the customer strategy underpinning GreenH2's route to market.
Section 7 · Business Plan
Marketing & Sales Strategy
The offtake and channel strategy, the pricing approach and the customer strategy underpinning GreenH2’s route to market.
GreenH2’s go-to-market strategy prioritises contracted, creditworthy
offtake to underpin debt-service certainty, complemented by spot and
export sales that capture commodity upside. The objective is to secure
at least 60% of nameplate output under multi-year agreements before
financial close.
7.1 Channel strategy
| Channel | Approach |
|---|---|
| Agricultural co-operatives | Multi-year urea supply agreements with major co-operatives and blenders, leveraging security-of-supply and lower carbon intensity. |
| Mining & explosives | Long-term ammonium-nitrate and merchant-ammonia contracts with explosives manufacturers and mining houses. |
| Export markets | Merchant ammonia and hydrogen sold into regional and international low-carbon markets, priced in hard currency. |
| Carbon markets | Credits placed via the JSE carbon market and bilateral compliance buyers. |
7.2 Pricing
Fertiliser and ammonium-nitrate pricing references domestic
import-parity benchmarks with a security-of-supply premium; merchant
ammonia and hydrogen reference export-linked indices. The model assumes
~4% nominal annual price escalation against ~4.5% cost escalation — a
deliberately conservative spread that does not rely on real price
appreciation to generate returns.
7.3 Customer-acquisition milestones
- Heads of terms with anchor co-operative and mining offtakers
during the development phase (pre-financial-close). - Binding offtake covering ≥ 60% of nameplate volume as a condition
precedent to senior-debt drawdown. - Export memoranda with international ammonia/hydrogen traders
ahead of commissioning.
Confidential — this business plan is provided to prospective investors and lenders for evaluation purposes only and may not be reproduced or distributed without the written consent of GreenH2 Fertiliser Holdings (Pty) Ltd.