Case study · Animal nutrition · Europe

Putting a feed additive in front of the people who decide.

A Danish supplier with proven trial results, sold mostly at home. The plan: open six European markets in a sector where the buyer who signs is never the person who decides.

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Nutrition and formulation specialists found: 1,000+
Databases cross-referenced: 10+
Including Germany and Spain: Europe

The challenge

The product had proof. The supplier needed the right names.

Feed additives are sold into a few large groups per country, and each group has a purchasing department that receives supplier messages all day. The people who choose what goes into a feed are the nutritionists and formulators, and they are rarely on any list. The supplier had the product and the trial data. It did not have the names.

An animal feed mill — Industry photograph · illustrative setting, not the client’s facility.

What we did · The market study

Phase one tested the obvious routes. Phase two found the right people.

Farmers and veterinarians first, in France and Germany: farms too small to matter, vet lists full of pet practitioners. Phase two rebuilt the target around the groups themselves.

Formulators and nutritionists

Inside feed groups. They decide what goes into a compound.

Trial data, inclusion rate, a protocol before any commercial terms.

Technical directors

One per group, the person who authorises a trial.

Data from groups of the same size.

Integrators

The structures that organise production in Spain and Italy.

Performance across a whole chain.

What we did

Technical evidence. A relevant reason to reply.

In the reader's language, from something the group just announced — a new line, a new site. The argument is technical: performance at a lower inclusion rate, data from groups of the same size, a trial protocol proposed before price.

No database lists a formulator. We built the map.

We cross-referenced more than ten sources, including company registers, feed-industry federations and trade-show exhibitor lists, to identify over 1,000 nutrition and formulation specialists across Europe, including Germany and Spain. Competitors and existing customers excluded.

The handover

The supplier brought a marketing lead into the team to carry the messages internally. We handed over the sequences, the personas and the country files so that the campaigns run with them, not around them.

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