We aided the regulatory approval and commercial launch of a new biotech commodity crop by building alignment and acceptance within the value chain.
A commodity coalition needed to unite all levels of the value chain to gain adoption of a biotech crop among processors and customers, and secure deregulation. The coalition was charged with providing scientific, benefit, and product information to secure market acceptance.
We built consensus among stakeholders and consumers to secure market acceptance and deregulation of the coalition’s genetically modified crop.
Solving complex problems for complex industries
We worked with the coalition to identify the stakeholders for whom buy-in was essential – growers, processors, users and influencers to consumers – and created a strategic communications plan to reach all levels of the value chain.
The plan identified what stakeholders needed to know and what tools would best help them better understand the technology and the product derived from the crop. We created a toolkit of materials that included:
- Key messages
- A Q&A document
- A website
We also helped the coalition conduct briefings with academics, dietitians and select media to obtain third-party support, a critical component of market acceptance.
Recognizing that crisis communication is a key component of a regulatory affairs process, we helped the coalition prepare for potential negative situations with a plan that included a media inquiry process, an issue grid, and media and online monitoring efforts to identify potential risks.
The coalition utilized the power of collaboration and deployed a strategic process for achieving consensus and alignment among all stakeholders, which expedited market acceptance and thus the commercial launch of the crop.
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