Their seed is sold in bulk, so they had limited brand recognition. Even long-time customers didn’t know they were planting Meridian seed.
Before we started brainstorming the Big Idea, Toolbox conducted an extensive SEO and keyword analysis of Meridian’s existing website and the overall marketplace. We discovered what search terms potential customers were using, how well competitor sites were performing and where Meridian had the best opportunity to show up higher in Google search returns.
In the two months since the new site launched, we saw some pretty amazing results. Folks are starting to know the name Meridian Seeds.
Meridian Seeds started in 2002 when 12 North Dakota farmers joined forces to find and share the best pedigree seed available, without being tied to just one breeding program or limited by storage or capital constraints.
Since then, they’ve grown to meet the needs of American farmers — cultivating partnerships with elite breeders across the country.
Meridian Seeds started in 2002 when 12 North Dakota farmers joined forces to find and share the best pedigree seed available, without being tied to just one breeding program or limited by storage or capital constraints.
Since then, they’ve grown to meet the needs of American farmers — cultivating partnerships with elite breeders across the country.
American farmers are in it for the long haul, and so are the seedsmiths at Meridian. As economics and weather continue to challenge family farmers, choosing seed they can trust is the most important decision. Earning the trust of farmers is the only thing that matters to Meridian seedsmiths, which is why they spend so much time building relationships and providing solid advice in addition to excellent seed.
The new website strengthens that trust by providing comprehensive data for each variety so farmers can make informed decisions about what to plant on their acres.
The new Meridian Seeds website
The old Meridian Seeds website
Selling seed in the United States comes with a unique set of challenges. Meridian, like most seed companies, does not sell directly to farmers, but through a network of independent seed suppliers — most of whom have little or no online presence.
Seed deals are done through conversations, emails and phone calls, then sealed with a handshake. While financial transactions are happening offline, our research shows the search for seed starts online.
To bridge the digital divide, Toolbox built a custom Find Seed Suppliers Near Me module for the Meridian website. Whether in the office or in the combine, farmers can find the seed they need and contact their nearest dealer with one click.
After launching their new, data-rich website, Meridian Seeds asked us to overhaul their product guide to match. Toolbox transformed the Meridian Seed guide into a 36-page, seed-forward resource featuring their new positioning, in-depth information for each variety and compelling calls to action.
To underscore the level of seed expertise at Meridian and boost visual interest, data is illustrated in context: graphs laid out inside pea pods and driven by combines.
