COMMUNITY OUTREACH, THE GREENFEED WAY
From its humble beginnings as an animal feed producer and over the last 9 years of operation and evolvement, GreenFeed Vietnam Corporation has always ceaselessly pursued its goal of being a solution provider to a clean foodstuff industry.
In 2010, Pioneer won the pitch to assist GreenFeed in propagating a public relation strategy to raise awareness about the GreenFeed brand name amongst the myriad of other major industry names, including CP, Cargill, Lai Thieu and Anco. This would lay a foundation for enhancing the value and consumer awareness of GreenFeed's brand name, serving to not only enhance sales and build a client base, but also to impart the knowledge that GreenFeed is a company that contributes significantly to the greater good of society.
Following thorough review and research, Pioneer has canvassed an effective approach for GreenFeed:
External public relation + CSR + Internal public relation
with the following three key messages:
1. The company has been a long-time partner with Vietnamese farmers, has access to advanced technologies and provides quality and sanitary products with an unmatched competitive edge, offering a value chain leading to safe food for consumers.
2. GreenFeed has continuously invested in corporate values (human and corporate culture), technology and relationships with strategic partners (customers, investors, farmers, the media and governments).
3. With the launch of the CSR program "Funding farmers to help their children go to school", GreenFeed has made significant links to the community with a meaningful and practical social activity. This from a company that works tirelessly for social development.
To be specific:
GreenFeed has successfully established itself as one of the top 6 local animal feed producers and 1 of the 500 largest companies in Vietnam in 2010 and 2011 (according to VNR's stats).
The GreenFeed brand name has been coupled with the CSR program "Funding farmers to help their children go to school".