Food & Agribusiness

Making A Positive Impact, From Farm to Fork

Communicating within the food and agribusiness industries has never been more exciting…or more challenging. Globalization and demographic shifts are ushering in an exciting new world of foods and flavors. The explosion of chronic health issues caused by aging and obesity demand a better understand the role of food in health and wellness. Our desire for a safe, secure food supply is bringing greater scrutiny about how our food is produced, packaged, and shipped. And rising expectations of all companies to adopt ethical, sustainable business practices are putting a microscope on everything from labeling to sourcing to animal welfare to environmental stewardship. Not to mention the fact that all of these issues are playing out on a world communications stage that is increasingly digital and, as a result, consumer-driven, transparent, and immediate.

Fleishman-Hillard’s Food & Agribusiness Practice has a unique “farm to fork” perspective and is dedicating to helping you identify, understand, and manage the increasingly complex trends and issues affecting your business.

Our Agribusiness Experience

We have been serving agriculture and agribusiness clients throughout the world for more than 25 years. Our diverse portfolio of clients has included producers and producer organizations, federal and provincial governments, animal health organizations, food processing companies, biotechnology organizations, crop protection agencies, and commodity groups. We can provide your organization with the strategic communications and public affairs tools necessary to cement your position in the industry or to advance your interest with stakeholders.

Our team offers seasoned counsel on a wide range of issues, from environmental stewardship and government regulations to food safety and biotechnology. We view agribusiness companies as links in a complex chain. To navigate this chain, we tailor communications to target your broad range of stakeholders.

At Fleishman-Hillard, we understand the role you play in the world economy. Whether it’s providing marketing support, media relations or event management, or undertaking a stakeholder relations campaign or crisis planning, we understand your business because we understand agriculture.

Our Food Experience

Fleishman-Hillard also has extensive food experience. From nutrition communications to commodity and brand marketing to issues and crisis management, our menu of services is directed by some of the most seasoned professionals in the business.

We work closely with food manufacturers; RDs; nutritionists; chefs; business, consumer and industry media; government; retail and foodservice customers; and growers and producers to ensure that our clients’ messages take seed with all of their relevant stakeholder audiences. Through our in-house research capability, we can apply consumer insights and research that really spice up client programs.

In today’s rapidly changing environment, food companies face new challenges and issues almost daily. Our team of “foodies” is committed to helping our clients navigate these issues, protect and restore reputations and brands, and proactively stay apprised of trends and other changes that could affect the way a company does business.

Point Of Impact: Skinnier Oils, A Fatter Bottom Line

Found in our favorite fried foods, trans fat has been called a "silent killer" for its ability to increase the risk of coronary heart disease, cancer, and diabetes. Fortunately, alternatives have entered the market, including Omega-9 Oils, a category of healthy cooking oils made from specially-bred canola and sunflower seeds developed by Dow AgroSciences. Omega-9 Oils have zero trans fat and are very low in saturated fat, another “bad fat”. And they taste as good or better than older, less healthy oils. In fact, the only thing standing between Omega-9 Oils and massive market potential is awareness. Enter Fleishman-Hillard’s Food & Agribusiness Practice, which developed an aggressive campaign to put Omega-9 Oils on the map with decision-makers and in the kitchens of leading restaurants and institutions. We implemented a "surround sound" plan that included co-marketing programs, digital advertising and publicity, local pilots and fry tests, and a blue-ribbon industry advisory panel. Thanks to the program, a year after launch Dow AgroSciences has generated more than 100 million impressions in business and trade media, converted a number of prominent chains and institutions to the Omega-9 Oils (including Taco Bell, Hardee’s, and Bon Appetit), and increased demand for the oil by 40 percent. Learn more on our blog, What's in Store.