A research-led repositioning that transformed decades of agronomic expertise into a useful education, innovation and decision-making ecosystem.
Upper Murray Seeds had more than 30 years of experience, a trusted team, reliable service and real research capability. Yet interviews with employees, farmers and agronomists showed that those strengths were not shaping market perception. UMS was not seen as a strong competitor to DLF or Barenbrug, awareness of its research station did little to build confidence, and some customers understood the business as a reseller rather than an innovation-led seed company.
The research also revealed that purchasing was driven less by brand heritage or price than by agronomist recommendations, proven performance and accessible information. UMS had the expertise. The challenge was making that expertise visible, useful and easy to trust.
Monale conducted qualitative interviews across the business, farmers and agronomists, then mapped the themes influencing brand perception and seed-purchasing decisions. The strategy centred on the audience with the greatest influence - agronomists - while giving farmers clearer access to research, specialists and proof of performance.
The work gave UMS a clear category position built around the things customers valued most: credible expertise, practical information and evidence of performance. A unified identity, UMS College, the Seed Selector and specialist-led content turned under-communicated capability into an education ecosystem that helps agronomists and farmers make more confident seed decisions. The result was a brand designed to earn trust before the point of purchase - and a practical platform UMS could continue building over time.
We had the pleasure of working with Monale on a Growth Plan that involved customer research to generate actionable business insights. From the very start their approach was unique. They were fully engaged, creatively challenged the status quo, and went the extra mile to tailor a strategy that aligned with our business needs.
General Manager, David Lockhart
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