Situation
Waringa Canada was looking to expand its reach of its biologically friendly soil health products to growers across Alberta. Target customer included both commercial and organic growers.
Solution
Research was undertaken to better understand why growers were using the products they already had, and why some had chosen to try Waringa products. Key agronomists were also included in the research.
Results
Tenato’s research helped to identify issues regarding farmer mindsets – specifically concerns around elemental sulphur, phosphate and buying habits. Waringa employed Tenato’s assistance in developing a new strategic business development plan, and rolled out key messaging defining new way to look at sulphur – as a “Nutrimental” element – not as elemental. While the company was sold and restructured, the new owners continue to use the new messaging.
