High Quality Organics Branding & Positioning | Harvest Marketing & Consulting

THE PROBLEM

HQO wanted to aggressively grow to capitalize on the market growth of the organic food sector; they knew conventional food companies were exploring organic product lines and were going to need certified organic ingredients.

The challenge was no one knew who HQO was or what they could provide, a common challenge for B2B suppliers or manufacturers.

THE SOLUTION

As their marketing consultant we put together a business and marketing strategy for a very tight budget.

Tactics included:

Branding: Establishing a strong and consistent brand for HQO at all events and print and digital materials, showcasing HQO’s capabilities and direct connection with growers. This included tradeshow displays, printed brochures, a website and social media.
Lead Generation: Established a lead generation process to grow an email marketing database.
Email Marketing: A monthly eNewsletter that highlighted HQO’s three key competitive differentiators:
- HQO’s expertise in sourcing organic ingredients; highlighting how ingredients were grown, the grower stories behind the ingredients, and trending culinary applications that incorporated our ingredients.
- HQO’s value-added service in producing custom blends; a service many did not know HQO provided and excelled at.
- HQO’s growing line of new ingredients; from ancient grains and super foods to dried fruits and dry food blends.
Video Content/Thought Leadership: Produced monthly videos and an annual sales deck on food and ingredient trends, establishing HQO as a thought leader in the organic food ingredient and formulation space.

High Quality Organics Marketing Materials

RESULTS & TAKEAWAYS

Strategy: Working closely with the Vice President of Sales, Harvest Marketing & Consulting facilitated executive strategic planning workshops that drove double-digit revenue growth, increasing revenue from $20M to $48M in seven years.

Corporate Culture: Established a company vision, mission, and values statement.

Thought Leadership: Established HQO as a recognized authority on food trends using self-produced videos, blog posts, and key account presentations.

Tradeshows: Improved brand recognition at four events, increased leads from 100 to 300, and doubled ROI.

Digital Marketing: Managed social media strategy and content creation freelancer. Redesigned a website and implemented a content development plan using search engine optimization. Planned and executed monthly email marketing campaigns averaging a 20% open rate and a 16% click rate.

Lead Generation: Grew website leads by 70% and increased the customer contact database by 8,000 in six years. Refined the website lead qualifying process resulting in new contacts with top targets such as the Coca-Cola Company, Purdue Farms, and KIND Bar.