ZingPR client Crop Enhancement has developed a new approach that will help farmers increase crop yields and profitability in a sustainable way. By developing agrochemical formulations that employ advanced and environmentally friendly chemistry, Crop Enhancement can help improve crop yields, eliminate or minimize pesticide use, and enable precise and effective delivery of active ingredients and fertilizers.
A key target that Crop Enhancement needs to reach and educate are food manufacturers, who are extremely interested in the use of sustainable and safe methods of crop production. ZingPR developed a set of strategic media targets that would enable Crop Enhancement to reach decision makers at food manufacturers across a variety of food types. Then, working in conjunction with Crop Enhancement's management team and a talented writer (Michelle Sisson), we developed a set of topic areas for exploration. The team then developed content storyboards that were fleshed out into article abstracts, which ZingPR pitched to editors at select publications.
The first fruit of our labors was recently published in Food Processing magazine. Published in the Power Lunch of the magazine, and titled "The Path Toward Sustainable and Pesticide-Free Cacao," the article examines cacao production. Sustainability can be a challenge for food marketers—particularly when it comes to chocolate. As consumer interest in social and environmental responsibility grows, how should brands communicate sensitive and complex topics in the cacao supply chain?
The article recently went live on the Food Processing website and was published in the February issue of the magazine.