Tracking Aussie produce from paddock to plate

March 27, 2019


By Tim Sands, Managing Director

Giving Australia’s fresh food producers essential visibility and control over their operations. 

Despite tight budgets in Australia’s fresh food sector, we helped Dialog IT attain close to 80 qualified leads in just two months.     

Business challenge

Australia’s food suppliers operate in an extremely demanding and competitive sector, with huge pressure to deliver high quality produce, on time, against increasingly tight deadlines and at reduced prices. While many food growers are technically savvy in the paddock, many are let down by the technology they use to manage their business behind the scenes.  

It’s not uncommon for growers to be using a range of incompatible apps, tools and manual processes – many of which are slow, difficult to use, and lack overarching insight. Growers are also too busy with the day-to-day running of their business to even think about taking on a large IT project – and for this reason, are reluctant to change the systems they already use.  

In an attempt to change this, Microsoft recently launched a global 'Paddock to Plate initiative, focused on promoting the benefits of Enterprise Resource Planning (ERP) technology broadly, and specifically, Microsoft Dynamics® Business Central 

As part of this broader initiative, Splendid was engaged by Dialog IT – a Microsoft Gold Partner – to run a targeted campaign promoting Dialog’s innovative LINKFRESH software. This smart software is built on the Microsoft Dynamics® platform and has been designed and developed specifically for Aussie growers.  

Splendid was tasked with delivering a lead generation campaign that would cut-through all of the tech-speak in the marketplace, clearly communicate the benefits of the LINKFRESH solution and importantly, speak to growers in their language. 

The solution

Splendid worked closely with Dialog IT to plan a campaign promoting and explaining LINKFRESH™ that would appeal to everyday growers – many of whom are time-poor and not experienced in managing technology projects.   

We began by providing Dialog IT with a detailed communications strategy and financial forecast, in which we outlined their likely financial return from various marketing activities.   

We then created several high-impact pieces of collateral, which we distributed to specific groups of growers based on their pre-identified needs. This content included:  

  • A clear, easy to digest landing page which explained all of the solution’s key features and benefits – for growers wanting to find out more.  
  • An eBook with an explanation of how to get started with LINKFRESH  for those growers who were unsure about the process and next steps. 
  • A video case study highlighting how a successful grower, N&A Group, achieved enormous efficiencies by implementing LINKFRESH  for those sceptical about the potential return.  
  • Editorial and advertisements in industry magazine - AusVeg eNews. 
  • A series of emails, focused around two core messages: the importance of having traceable production lines, and the importance of modernisation in the agricultural sector. 

Once target clients received this collateral, we then followed up with telemarketing activity, which proved to be highly successful and well received.  

Splendid also identified an opportunity for Dialog IT to present, together with Microsoft, at GFIA in Focus (Global Forum for Innovations in Agriculture) – Australia’s largest agricultural innovation trade fair. Splendid negotiated a very attractive sponsorship package for Dialog IT, which included having a stand at the event, and participating in an on-stage panel discussion, providing a platform to deliver Dialog IT’s campaign messages to a live audience. 


The overall campaign has been extremely successful, with a total of 217 engaged contacts, 71 marketing-qualified leads, and 10 sales-qualified leads, within the first two months alone.  

We are delighted with the success of the Paddock to Plate campaign. Splendid Suggestions went above and beyond to really understand the market. They also identified highly relevant channels. The campaign spoke to growers in their language and really helped them understand the benefits of what we can offer them.” - Terry RyanNational LINKFRESH Manager, Dialog IT  

Want to find out more? 

Get in touch with Tim Sands, our Managing Director