Messaging

‍Introduction

Messaging helps us talk about AGRANA in a way that is consistent, relevant, distinctive, and authentic across all our communications.

In simpler words: This identifies what we want to communicate and who we want to communicate with.

Made by sunshine

Our products start with one thing, sunshine. It’s what grows the ingredients, that inspire us every day.

If we can deliver just a small bit of that sunshine to people,we’re doing our job well.

We love food.

From the fun stuff: how it looks, tastes and makes us feel.

Through to the fundamentals: where it comes from, how we grow and process it – and protect it for future generations.

The smallest things make the biggest impact

A single berry, is packed full of possibilities.The tiniest detail - can make or break the success of a project.

And just one interaction with a colleague, 
can make their day.

We work with people who get the small things right, because ultimately, they’re what make the big things possible.

Our core topics

Guided by AGRANA’s new brand ambition and strategic direction – and shaped by the needs of our diverse audiences – we define the core topics that matter most to each group and ensure they are reflected consistently in our messaging.

Whilst all our general messages should be anchored in one of our five core topics, they are not communicated as stand-alone themes across our touchpoints.

From roots 
to results


Our unique strength lies in deep agricultural expertise and long-standing relationships with nature.

We connect these roots to todays and tomorrow’s results – from field to formulation, from harvest to high-performance applications.

Global reach & local insight

We combine global capabilities with local intelligence.

Our presence across regions, paired with close partnerships on the ground, enables us to stay agile and responsive to market and community needs.

Partners 
in progress

We don’t just deliver ingredients - we co-create progress.

Our partnerships are built on trust, shared purpose, and a proactive drive to shape what’s next, together.

Evolving 
with purpose

We evolve with intention. 
Not for change’s sake, but to meet real needs, responsibly.

Our progress is guided by purpose and built on trust: with actions that align with values, and solutions that deliver on their promise.

Driven by people

Our people are catalysts of change - rooted in knowledge, driven by progress, and empowered to grow.

We foster a culture where collaboration, curiosity, and care shape the future of food and wellbeing.

Our audiences

AGRANA works with a broad spectrum of partners. It includes experts from the food and beverage industry, agriculture, and commodities sector – as well as numerous other stakeholders. These include farmers, supply chain partners, and major B2B2C companies.

Each audience has its own needs, expectations, and preferred ways of receiving information from us.

This section provides a general categorization of AGRANA’s core audiences. Within each group, more specific segments may apply.

See the downloadable document for a deeper understanding of each audience.

Download

Writing techniques

We already have some well-defined TOV principles and brand attributes for building our new brand.
The exciting part is turning this thinking into real-world applications.

Visually, the teams are developing a graphic language to tell this story. Verbally, we can do the same.

Applying our new tone, to our various audiences, while using our defined core topics to bring our brand strategy and attributes to life.

To help streamline our communication and general content, we’ll apply three writing techniques.

Stories usually start small

Say something small - and build to a bigger point. If you always start big, you can come across as arrogant. It can also sound like marketing-speak; people can tune out.

But if you start with something seemingly everyday, and then build to the larger point, it sounds more relatable, believable, and often – its just more interesting.

This approach can also work in much shorter forms, and it applies to our products, processes, and people.

In this example, we start with simple statements of fact. The words chosen are short, as are the sentences. Just like when you’re telling a story – you don’t start with the twist, you build to it. So first, we’re making sure the Message is Clear.

Next, we want to to Spark New Thinking. In this example, we do this by making people reconsider a word they’ve seen thousands of times before. This technique is called ‘Reframing’. Taking something you think you know – and presenting it in an entirely new light. Here we initially present ‘starch’ as a simple word, but then step back to describe it as part of a complete ecosystem of products.

And finally, it’s important to Be Approachable. We do that by staying away from arrogance, or language that’s difficult to understand. The end line ‘So, although it’s just one small word – to us it represents a world of opportunities’ is key to the tonality here. The combination of humility and ambition, is what lives up to our promise to Spark New Thinking – but in such a way it feels natural, real and approachable.

Writing needs to catch your eye

This can be through taking a familiar phrase and subverting it. It can be though saying something that cuts against industry expectation. Or it could even be, through use of formatting, to stand out.

There’s no point writing thousands of words, for no one to read them. There has to be a hook, a moment to grab my attention amongst the endless messages I see every day.

The Message is Clear here once again through the use of short, frequently punctuated sentences – and words that are typically under three syllables.

We’re able to Spark New Thinking, by introducing ‘from… to…’ as a device to show the unexpected breadth of our business. A key element in our communications, is reminding readers how far reaching our products and business are.

‘From field to family dinner tables’
‘From berries to …’

And lastly we want to Be Approachable. One way we do that here is using superlatives to describe our ingredients – but not ourselves. If we describe ourselves as ‘amazing’, we’d sound arrogant, but describing our ingredients that way – makes us sound passionate.

Conversation goes both ways

Just like in good conversation, we should ask questions. Prompt the reader, to think of themselves in a given situation. We don’t lecture people; we invite them in.

So literally, asking questions is a good technique. As is using ‘you’ just as much as we talk about us by using ‘we’. We’ might do this, and this, and this. But it’s just as vital to ask the reader, what are ‘you’ interested in? We’re an approachable brand. We don’t talk down to anyone, we talk at their level.

The Message is made Clear hereby using a headline that works literally and metaphorically. We make ‘fuel’, so the line works on that level.

But also, the metaphor about ‘fuelling’ your career ambitions. It’s important to avoid using sayings, metaphors and idioms that are ambiguous or not commonly understood.

This example is the right balance.

To Spark New Thinking, the copy uses negatives as positives. Having ‘a lot to think about’, and a job that brings ‘challenges’ makes it sound like this is not ‘for everyone’ and as a result - more attractive and aspirational. If you try a speak to everyone on earth, you end up talking to no one specifically.

And finally, the use of the word ‘you’ and ‘your’ multiple times throughout helps this to Be Accessible. It’s literally inviting the reader to imagine themselves working here. It’s welcoming, informal, and it’s a well-tested technique to appeal to people more directly.

Writing across departments

This section shows how our core topics, audiences, and communication occasions connect – and how different senders, from the brand department to marketing and product teams, bring these messages to life in their own way.

​How we can communicate a core topic across different occasions/senders and audiences

Example 1 of 2

From roots 
to results


Our unique strength lies in deep agricultural expertise and long-standing relationships with nature. ​

We connect these roots to today’s and tomorrow’s results – from field to formulation, from harvest to high-performance applications.

‍

Example 2 of 2

Partners in ​
progress

We don’t just deliver ingredients – we co-create progress. ​

Our partnerships are built on trust, shared purpose, and a proactive drive to shape what’s next, together.​

‍

How we can communicate to one audience about the same topic but across different senders/occasions

Example 1 of 2

Global reach &​
local insight

We combine global capabilities with local intelligence.​

Our presence across regions, paired with close partnerships on the ground, enables us to stay agile and responsive to market and community needs.​

‍

Example 2 of 2

Driven by people​

Our people are catalysts of change - rooted in knowledge, driven by progress, and empowered to grow.​

We foster a culture where collaboration, curiosity, and care shape the future of food and wellbeing.​

‍