Ingredients, nutrition and food service
Marketing for
food ingredients
Ingredients, additives and animal nutrition: technical product sold to a technical buyer, with regulation on top.
The usual problem
- Your range is organised by chemical family, and the client searches by application.
- Regulation changes by country and the website does not reflect it.
- The client's R&D technician cannot find your dosage data.
- You compete against multinationals with an entire marketing department.
- Export depends on trade fairs and a couple of agents.
How we solve it
- Architecture by application and species, not by internal structure.
- Regulatory content by market, maintained and dated.
- Datasheets with real usage data and downloadable efficacy studies.
- Niche positioning where the multinational does not reach.
- Digital lead generation that feeds the agent in every market.
Where we would start
Related work
Industry & B2B
Disproquima
We redesigned the architecture so every product family had its own indexable entity, with datasheets legible to both the engineer and the buyer.
Food
Norel
A multilingual international site structured by species and product line, so the vet and the procurement lead find what they need in two clicks.
Logistics
Grupamar
A corporate site with services ordered by customer need rather than internal org chart, plus branches, a client area and online tools.
Frequently asked questions
How do you structure a range of ingredients?
Around what the client searches for, which is almost never your chemical family. A formulator searches by function —preservation, texture, palatability— or by end product. That double entry multiplies indexable pages and reduces friction.
Can we publish our efficacy studies?
Yes, and you should. They are your differentiating asset against a generic. They are published as an indexable summary with the full study available for download after leaving contact details: content and lead generation in the same piece.
How do you manage regulation by country?
With content segmented by market and a visible review date. It takes ongoing maintenance, but it builds real confidence with the buyer and avoids problems.
Have you worked in animal nutrition?
Yes, the team built Norel's international website, with architecture by species and product line across several languages. It is in the case studies.
Digital assessment
for your plant
We review your catalogue, your technical site, your search and AI visibility, and how you reach the specifier. Prioritised report, no obligation.