increase in total revenue since year one
average revenue increase per year since opening doors
individual brand identities built for wheat and barley varieties
A farmer-owned international ag cooperative, Limagrain established its American headquarters in Fort Collins and chose Toolbox to help build the U.S. brand.
Limagrain Cereal Seeds (LCS) entered the U.S. market in 2009 with a unique challenge and a big goal: Capture a significant percentage of the U.S. wheat market in a short time period — as an unknown player in the space. We started the process with a Marketing MindJam: digging in, asking lots of questions, conducting immersive research and getting to the heart of what makes LCS different — and why growers should care. It was clear early on that there was a compelling story to tell. While essentially a startup in the American market, LCS’s international parent company Limagrain owns a significant market share in Europe and enjoys a stellar reputation earned over 50 years in business. As a new player in the space, LCS was committed for the long haul, with profitability years away and marketing budgets tight. A highly targeted brand strategy was essential.
In a market where other seed companies are better known for the chemicals they sell, Limagrain’s history as a farmer-owned cooperative with deep ties to the land was a solid foundation on which to build a brand.
A highly targeted brand strategy was developed to focus primarily on the biggest potential buyers: seed dealers. While some seed companies look to undercut dealers by selling directly to their customers, LCS made an early commitment to helping dealers grow their businesses by giving them the products and tools they need to thrive. It’s hard for dealers to sell a product with little demand, so the brand strategy also focused on generating demand from growers. The ultimate goal: Get growers asking their dealers about LCS and assure those dealers had the tools and incentives to sell LCS varieties.
LCS entered the U.S. wheat market with strong, regionally-focused varieties that competed well in seed trials. We built individual brand identities for nearly 50 wheat and barley varieties. It’s easier to build name recognition and generate demand for a wheat called LCS Atomo than for one named RQ5000.
318% increase in total revenue since year one
51% average revenue increase per year since opening doors
Marketing collateral for almost 50 varieties of wheat and barley
“Toolbox’s brand creation work has set us apart from every other seed supplier in the country. There is just nothing out there that touches what they are doing for us right now.”
To help dealers grow their businesses, we designed pocket-sized seed guides that give growers easy access to agronomic data. We built a custom digital dashboard so dealers can report royalties and access marketing materials online. Region-specific ad campaigns, media planning and placement, and a strong public relations push all further helped create demand and support dealers. As the agency of record for LCS, Toolbox takes a lead role in developing and implementing ongoing marketing and brand strategies.
Charged with capturing a significant percentage of the U.S. wheat market in a short time period, the teams at Toolbox and Limagrain Cereal Seeds continue to work side by side to put the future of agriculture right back where it belongs — in the hands of the farmers.
Contact us today and get started.