DuraCor® herbicide
As the first new herbicide in a decade, DuraCor needed to earn attention from cattle ranchers. To do that, we made them rethink their occupation.
DuraCor® herbicide
Re-imagining cattle ranching as grass farming.
Challenge
Applying DuraCor® expands grasslands while reducing weeds, which translates to cheaper feed and healthier, heavier cattle. Unfortunately, most cattle ranchers don’t think they need herbicide for their pastures since they primarily focus on raising their herds.
Solution
We engaged progressive, well-known ranchers to discuss the importance of weed-free grass to their own operations. To them, great cattle producers must consider themselves great grass farmers too. This simple insight grew sales more than 20%.