Abstract This paper considers the successes of the PSE community in recent years, looking at development of models and techniques that could be applied to formulation of active ingredients into products and their application onto the target organism. Modelling and optimisation of formulation processes has received little study from the PSE industry and the issues relevant are discussed, looking at where recent advances may start to address these issues. A view of the agrochemical industry is given along with typical processes and equipment/unit operations. Initial modelling successes are presented along with challenges from formulation for the PSE community looking to where that community may be able to make significant difference to the business success by providing models for development and optimisation of process and products.