Agricom discovered and raised awareness of a plantain that can significantly reduce nitrogen leaching from livestock farms.
Plantain is a common herb that is a food source for livestock. A plantain genotype called Ecotain enables farmers to reduce nitrogen leaching without having to reduce animal numbers or reduce productivity.
Agricom operates in a competitive international market and wanted first-mover advantage of its breakthrough research findings. Yet the company was largely unknown and had never implemented PR activity before.
It launched a communications campaign to explain detailed science in a simple way across multiple communication channels to a diverse audience. A key aim was to raise understanding of the environmental challenges and solutions for farmers. The campaign massively exceeded its aims, with a media reach of 3.8 million, and more than 500,000 views online.