Corteva: Developing Strategic Growth Opportunities

The project aimed to push the boundaries of agricultural chemicals by capitalising on the convergence of new technology and rapidly changing consumer preferences in food production. Using major trends in the food industry as a foundation, the chemical company sought strategic growth opportunities.

OBJECTIVES

The company formerly known as Dow AgroSciences had already established a solid foundation in seed traits and crop protection, forming the core of their existing business. However, they were keen to identify new avenues for strategic growth. Through extensive research into emerging trends in the food industry, they identified five potential growth platforms. From these, three key domains were selected as focal points: water management, food ingredients, and agricultural sustainability.

WHAT WE DID TOGETHER

To explore these future domains, we engaged numerous subject matter experts and influencers, gathering insights that were instrumental in shaping the strategy. Additionally, we developed detailed persona profiles for both consumers and customers, providing a clearer understanding of their needs and preferences. This collaborative effort led to the identification of 19 compelling new product opportunities, from which three top strategic options were prioritized for further development.

THE OUTCOME

Within six months of the project’s conclusion, our partner had already formed a strategic partnership with a wheat genome mapping company, marking a significant step forward. This partnership enabled the active development of new wheat strains, designed to deliver improved benefits to consumers. As a result, they emerged as a major player in a new crop sector, further solidifying their position in the industry.