When Dutch co-products purchaser the Duynie Group entered the British market, the company needed to build its profile quickly to compete with other businesses already established in the sector. The group buys up the co-products resulting from the human food manufacturing and processing industries, such as potato peelings and mashed potato, adds value to them and sells them on, often into the agricultural industry as a wet and nutritious livestock feed.
As such, the Duynie Group needed to raise profile with two groups – large UK food manufacturers and processers from where it sources its base materials, and farmers and agricultural businesses as customers for the final product. For both, the Duynie Group has a compelling offer. For food manufacturers, the company has the ability to invest in the on-site infrastructure needed to collect the co-products efficiently and hygienically, in exchange for a contract to remove them. This can often create a revenue stream for the client company by converting something that might have been considered waste, with all the costs associated of disposing of that, into a valued, saleable product.
For livestock farmers, the company provides a palatable alternative to dry feed. But this is not just the co-products blended together, Duynie Group’s research arm can look at an individual farmer’s requirements and bespoke a diet to his animals, helping farmers to reliably predict development rates and weight gain.
The company came to us through a recommendation – the best kind of marketing – and tasked us with raising their profile at both ends of the chain. Through analysis of the Duynie Group’s business activities and objectives, we put together a media relations strategy that aimed at raising the company’s profile across all relevant media.
As part of a large international agri business entering the UK market, we wanted to gain more exposure with businesses and farm customers alike. The plan that was devised and put in place with both editorials, and advertising really hit what we needed and was a great success. I would recommend Nick and his team to anyone Jonathan Job, UK Procurement Manager for Duynie UK
Leveraging a mixture of contract wins, case studies and general news announcements, over a 12-month period we secured regular coverage in some of the most influence food industry magazines, specialist and general agricultural media and the general business press.
The coverage, alongside the company’s own sales strategy, lead to the Duynie Group being invited to tender for contracts with some of the UK’s largest food companies. This was accompanied by significant demand from livestock farmers who found their animals fared better on the co-product based wet feed than traditional dry feeds.
Subsequent organic growth and mergers means that the Duynie Group has secured its place as Europe’s largest co-products purchaser with operations in the UK, Belgium, Netherlands, Germany, Czech Republic, Slovakia, Hungary and Russia.