The ‘Big 6’ become the ‘Big 4’: how will agriculture companies communicate to differentiate in 2019?

December 10, 2018

 

Those unfamiliar with agriculture may not have heard the term ‘Big 6’, referring to the world’s top seeds and crop protection producers (Bayer, BASF, Dow, DuPont, Monsanto, and Syngenta). Well, following a series of mergers and acquisitions, the ‘Big 6’ has become the ‘Big 4’.

 

But what will this mean for these agriculture giants going forward? They will be even more competitive with more comprehensive seeds and crop protection portfolios, allowing all to make a more comprehensive offering to farmers around the world. But if they are to operate successfully, these companies will need to add trust to their portfolio – trust amongst consumers, regulators and the food industry more broadly.

 

With great power comes great responsibility. These companies have an incredibly important role to play in feeding the world and protecting the environment and it will be critical that they let people know this if they are to continue to do good business. Unlike FMCG companies that can connect with consumers through their brands, agriculture companies must communicate their role in society less directly. Differentiating from their competitors, building a voice amongst the food industry and educating consumers on their role in a more sustainable future will not be easy.

 

To learn how to build trust in your organisation and differentiate yourself from your competitors, contact team@spurwingcomms.com

 

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