Case Study: Pioneer drives first-year winter canola adoption with Two Rivers Marketing

Pioneer achieves 35,000 acres in year one with Two Rivers Marketing

Two Rivers Marketing partnered with Pioneer to address the challenge of launching its Certified Winter Canola Program. The goal was to build an entirely new market for the crop in the Mid-South by convincing farmers to adopt an unfamiliar product, overcoming negative perceptions, and enrolling 35,000 acres within an aggressive two-month window.

The solution implemented by Two Rivers Marketing was an insight-driven strategy that combined Pioneer's guaranteed market advantage with deep buyer journey research. This approach used targeted messaging to provide financial security and demonstrate operational simplicity. The results were exceptional, with the program meeting its 35,000-acre target ahead of schedule through 130 converted growers. Two Rivers Marketing also drove high engagement, including a 41.7% email click-through rate and a 66.7% email open rate.

Pioneer