Commercial excellence driven by customer-centric growth in Europe

A leading agri-inputs company transformed commercial performance by redefining customer engagement, channels, and experiences around farmer needs and evolving regulatory landscape 
Woman in a straw hat and denim overalls tending lush green plants inside a sunlit glass greenhouse
Reach
Expanded channels
CX
Improved engagement
Growth
Demand uplift
Farm workers harvest oranges in a sunlit orchard, picking fruit from leafy trees and filling large woven baskets with bright citrus.
From product selling to farmer-centric commercial excellence 
The client faced fragmented customer journeys, limited digital reach, and increasing pressure to differentiate beyond product performance and to comply with stringent and evolving regulatory requirements
Objectives
Strengthen B2B and B2C relationships, expand customer reach, and drive sustainable demand growth.
Opportunity
Shifting farmer expectations, digital adoption and complex and changing regulatory framework required agri-input companies to rethink how they engage, sell, and build trust. 
Driving Complex Global Transformations

Proven delivery overcoming complex multi-country business challenges

Key Challenges
Farmer using a tablet with charts among tomato plants in a high-tech greenhouse with sensors, mist, and warm sunlight.
Limited digital touchpoints constrained awareness and engagement
Workers in blue coveralls sort oranges and lemons into green crates on conveyor belts inside a glass greenhouse filled with citrus trees and warm overhead lights.
Fragmentation of customer experience caused by previous M&A operations
High-tech greenhouse with rows of tomato plants, workers monitoring control panels, and automated carts carrying crates of harvested tomatoes under warm grow lights.
Focus on the defense of Market Share with a weaker portfolio
Solution
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Defined a 6-year vision relying on current farmer needs, regulatory evolution and innovation trends from all over the world, also beyond agricultural sector 

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Designed a mid-term transformation roadmap focusing on digital demand generation, online interactions and advisory, loyalty and transformation of field  

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Enabled new digital and e-commerce channels to expand reach 

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Implemented a new digital demand generation model 

Impact
Stronger relationships, sustainable growth 

Expanded customer reach through new digital and community-based channels. 

Improved engagement and loyalty with farmer-centric experiences. 

Accelerated demand generation for sustainable solutions. 

Positioned the company for long-term commercial differentiation. 

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