Pacific Ag, the nation’s largest and most advanced crop residue harvest and supply company, saw the Upper Midwest dairy market as key to expanding its wheat straw business. However, farmers are accustomed to buying on the spot market and may be unsure of long-term contracts promising lower fixed pricing from “the new kid on the block.” We needed to build confidence in an alternative to the familiar, yet volatile, commodity wheat straw market.
Harvest created a differentiated story built on Pacific Ag’s core strength: its national supply chain expertise. The promise? “Peace of mind with every load of wheat straw.” Appealing to targeted dairy farmers, the coordinated direct mail, trade show and media relations effort featured the friendly faces and expertise of the company’s Midwest-based sales team to further build awareness and credibility for the company in the region.
Qualified prospects at World Dairy Expo especially liked the “Keep Calm and Wheat On” promotion, featuring a free pint glass – and a chance to win a free truckload of wheat straw.
Farmers flocked to the World Dairy Expo booth, or called Pacific Ag directly, to learn more about contracting wheat straw. Within 30 days, Pacific Ag had already secured more than $250,000 in sales from new customers in the Upper Midwest!