Strategy & Organisational Positioning.
The client challenge:
As Australia’s largest organisation promoting and certifying organic and biodynamic produce, our client has over 1,500 operators within its certification system, ensuring domestic compliance and upholding organic standards internationally. The client needed a strategy to de-merge these two functions, separating organic advocacy and promotion from the operational and service components of organic certification.
How we met it:
Emmet began by working with the board to understand the rationale for the change, then translating it into a narrative that repositioned the new brands in the marketplace, clarifying the purpose, function and target audiences for each. We also produced a program of work to support both organisations post de-merger.
At the organisation’s AGM, Emmet helped secure agreement for the split by clearly communicating the need for change to the different target audiences heavily invested in the organic movement.