Building on a compelling narrative to rocket SVZ into the stratosphere

With a 150-year heritage across the agro-supply chain, SVZ is a premium supplier of high-quality fruit and vegetable ingredients to global F&B manufacturers.​​​

SVZ creates purees, concentrates and not-from-concentrate (NFC) juices for leading producers of beverages and smoothies, dairy products, confectionery, savoury snacks and baked goods. What sets SVZ apart from other ingredient suppliers is its focus on quality, sustainability and agronomy – all ingredients are carefully tailored to meet specific nutritional and aesthetic standards, among other factors.​​

Headquartered in Breda, the Netherlands, SVZ has processing facilities in various regions including Poland, Spain and the US. The company partners and has close working relationships with farmers to ensure community wellbeing and implements greener agricultural practices with training sessions and support via a dedicated ​agronomy team.

To make SVZ top-of-mind in the F&B industry, ​our goal was to help SVZ establish a stronghold on the radar of the F&B industry press.​​​

Because there were relatively few news stories and product launches to leverage for PR purposes, we were challenged with developing and telling a compelling narrative and brand story that consistently positions SVZ at the forefront of the industry.​​​

Additionally, SVZ was well-known in the industry for its berry portfolio but wanted to raise awareness about its vegetable offering in line with emerging market trends.

A meticulously calibrated PR campaign for maximum ​long-term impact​

To offer the F&B media fresh and engaging content on an ongoing basis, we’ve focused on developing close media partnerships and authentic brand storytelling since 2015.

PR activity involves an ongoing media relations campaign that guarantees SVZ a steady flow of coverage in key trade media and ongoing support at key trade shows. ​

We tapped into SVZ’s extensive portfolio and deep industry knowledge to contribute to a wide-ranging series of thought leadership articles. By digging deep into SVZ’s expertise in agronomy, sustainability and quality, the business could demonstrate its value to the wider market. ​

Where new product launches were lacking, SVZ’s portfolio was perfectly positioned for emerging trends – from low sugar and plant-based to clean label. Reacting quickly for commentary opportunities and profiling SVZ’s key stakeholders, has contributed to building the business’ industry reputation.​​

​Plus, communicating SVZ’s presence at key trade shows – and organising press appointments during events, such as Fi Europe ​and ANUGA – ensured the company was able to make a splash ​when the industry was brought together.

Other PR tactics included:

Media audits: We conducted regular audits with the press and nurtured relationships with journalists to better understand their interests, concerns, and how SVZ could add value. This was key to adapting the media strategy to address changing focus areas through the years. ​​​

​​Media tours: Facilitating three media tours for SVZ in 2016 (Poland), 2018 (Spain) and 2022 (Belgium), we gave leading journalists opportunities to meet the SVZ team. First-hand experience of SVZ’s ingredients, operations and sustainable practices proved invaluable in equipping the press to represent SVZ in the best ​possible light.​​​

​These PR strategies were specifically designed to complement a ​360-degree integrated communications approach for SVZ, including a website refresh, LinkedIn engagement, social media advertising and more.