Super Grino Taking Agricultural Marketing to the Field
01 / The challenge
Introducing an agricultural product into a competitive farming market requires more than advertising. Farmers need reliable information, practical guidance and confidence before considering a new product for their crops. For Super Grino, the challenge was to build awareness and trust among potato farmers in Njombe while connecting product education with the people and distribution channels farmers already rely on. The campaign also needed to account for differences in planting seasons, farming practices and product accessibility across the targeted areas.
02 / The approach
Netaxer developed a field driven marketing approach that brought the Super Grino campaign closer to farmers, agricultural officers and local agro dealers. Working across Makete, Wanging'ombe and Njombe Rural, we coordinated with agricultural stakeholders, supported technical officer training and organized farmer education sessions designed to introduce the product and encourage practical discussions around crop management. Our team delivered six farmer training sessions, coordinated arrangements for three demonstration plots and engaged agro dealers to understand local distribution opportunities and challenges. The approach combined farmer education, field level relationship building and market intelligence to establish a stronger foundation for future product adoption and distribution.
03 / Highlights
What made the work matter.
Farmer Education & Engagement
Conducted six farmer training sessions, creating opportunities for farmers to learn about Super Grino, ask questions and engage directly with agricultural stakeholders.
Agricultural Stakeholder Collaboration
Worked with agricultural officers and local stakeholders to support credible product introduction and community level engagement.
Demonstration Plot Coordination
Coordinated three demonstration plot arrangements across targeted farming zones, including a planted demonstration plot in Makete, to support practical product observation and future assessment.
Agro Dealer Engagement
Engaged local agricultural input dealers to understand product accessibility, farmer purchasing behavior and opportunities for distribution.
Local Market Intelligence
Collected field insights on farmer interest, product availability and purchasing preferences to help inform the campaign's next phase.
The work
Ideas become valuable when they move into the real world.
04 / Outcome
Work connected to response.
The Super Grino field activation programme created direct engagement opportunities with potato farmers, agricultural officers and agro dealers across targeted areas of Njombe. Farmer training sessions generated product interest and enquiries, while field engagement provided valuable insights into local purchasing behavior and distribution requirements. The initial activities established a foundation for continued market development, with demonstration plot assessments and longer term commercial results forming part of subsequent project evaluation.
Built around stronger consistency, clearer market presence and work designed to perform beyond the screen.
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LBS Foundation