Project

A commodity coalition sought to secure market acceptance for a new crop and galvanize stakeholders around a common message that had the potential to impact the regulatory acceptance of, and growers’ access to, this biotech crop.

Deliverables

Regulatory Affairs; Industry Reputation; Crisis Communications; Product Acceptance

THE CHALLENGE:
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.

Standing built consensus among stakeholders and consumers to secure market acceptance and deregulation of the coalition’s genetically modified crop.

THE SOLUTION:

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
  • Brochures
  • Videos
  • Backgrounders
  • 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 issues grid and media and online monitoring efforts to identify potential risks.

RESULTS

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.

95%

of acreages belonging to farmers in the United States and Canada are planted with this crop because of the environmental and economic benefits they bring to farming operations.