Challenge
Superior Fresh is an industry leader in aquaponic farming. Based in Hixton, WI, they use responsible, sustainable methods to produce 4 million pounds of safe, clean, organic food each year. The farm facility sits on approximately 10 acres while the remainder of the property (over 700 acres) is devoted to land restoration. With farming practices that produce zero water waste and a feed conversion ratio (FCR) of 1.1:1, Superior Fresh is truly in a category of their own. Balancing product with demand is always a challenge in the CPG industry, but it’s particularly acute for businesses that deal in perishable products, such as produce. Superior Fresh needed a strategy that could work double time, getting the attention of major retailers and moving their product from grocery store shelves to home kitchens. OPPORTUNITY Develop a strategy that elevates Superior Fresh products from a commodity to a brand. Get the attention of key retail accounts and front-end consumers, while protecting the company from volatile market shifts.
Solution
STRATEGY With ambitious revenue goals and an aggressive timeline, we had to hit the ground running! We partnered with Superior Fresh’s sales team to get laser-focused on their target markets, value proposition, and pain points. Through market research, competitive analysis, and dialogue with sales, we were able to develop a marketing message that would move the needle quickly. The output of the strategy was an actionable plan to “own the aisle”. Next, we went to work implementing the plan, including building a channel marketing program to educate retail buyers about the benefits of aquaponics. Using a push-pull strategy, we established a social media strategy, redesigned the Superior Fresh website, and created several pieces of cornerstone content (e.g. a motion graphic illustrating how aquaponics works and a sales sheet specifically tailored to retail buyers).
Results
Armed with an actionable strategy and a compelling message, Superior Fresh was able to start selling in hundreds of new retail locations, including premiere retailers like Whole Foods and Lunds & Byerlys. The sales sheet we designed helped a retail prospect understand where Superior Fresh could fit within (or replace!) their existing product range, resulting in that retailer signing on to carry Superior Fresh in 80+ locations!
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.