Challenge

In 2017, post a $200M Series B fundraise, Plenty, a nascent player in indoor farming, faced the challenge of transitioning from a B2B model to a mass consumer audience strategy. The catch? No infrastructure or strategy was in place for this monumental shift.

Solution

Develop a groundbreaking marketing launch strategy utilizing the Functional Marketing Framework to conduct gen-pop consumer insights, map the customer journey, amplify the digital presence, and craft key messaging. Managing end-to-end consumer lifecycle marketing, we sought, acquired, retained, and delighted our target audience segments.

Results

• Bay Area Triumph: A successful inaugural launch reached over 250,000 target consumers, boosting unaided awareness by 25%.

• Agricultural Efficiency: Deployment of three additional full-scale farms resulted in a 400x increase in food production per acre compared to outdoor flat farms.

• Thought Leadership Impact: A carefully crafted executive and brand thought leadership strategy secured dedicated press coverage (CNNMoney, PBS, BBC) and speaking opportunities at events like the Milken MENA Summit, SoftBank World Day, and the World Economic Forum.

• Community Growth: A robust influencer program catalyzed a 900% increase in community growth and elevated brand engagement.

  Cross-Functional Synergy: Deep collaboration across farm operations, market development, business development, plant science, and computer science ensured a holistic approach to success.

This success story not only signifies our ability to navigate transformative shifts but also underscores the strategic prowess that propelled Plenty to become a leader in the consumer AgTech space within a remarkably short timeframe.