BASF Agricultural Solutions names Global Prairie new agency of record
RESEARCH TRIANGLE PARK, NC, May 17, 2024 – BASF has announced Global Prairie as its new agency of record for the company’s Agricultural Solutions division in the United States. Global Prairie is a purpose-driven marketing firm that specializes in business-building solutions that drive social impact and cultivate a healthier world. The agency will handle brand communications, marketing activity, public relations, trade events, and media planning and buying for BASF’s broad portfolio of seeds, traits, crop protection, and digital farming solutions for U.S. farmers.
“Farming is the biggest job on Earth, and BASF is a long-time supporter of the U.S. agriculture industry and serves as a trusted advisor for America’s farmers,” said Erin Moore, Senior Manager Strategic Marketing & Digital Communications. “We selected Global Prairie for their deep, longstanding ties to the agriculture industry that, along with cutting-edge technology, shapes their leading brand strategies, marketing campaigns, and customer experience design. We look forward to partnering with Global Prairie to take the next step in our farmer-focused journey.”
BASF will collaborate with Global Prairie to develop integrated media activities and go-to-market strategies across the division’s portfolio. Global Prairie will help deliver the message of BASF’s crop system-focused portfolio that aligns with farmers’ needs in an increasingly complex and dynamic world.
“We deeply admire the purpose-orientation of BASF and are honored to partner with its Agricultural Solutions division,” said Anne St. Peter, Founder of Global Prairie. “We look forward to innovating with BASF to grow its impact – providing leading solutions for farmers to feed our growing world.”
About BASF’s Agricultural Solutions division
Everything we do, we do for the love of farming. Farming is fundamental to provide enough healthy and affordable food for a rapidly growing population, while reducing environmental impacts. That’s why we are working with partners and experts to integrate sustainability criteria into all business decisions. With €944 million in 2023, we continue to invest in a strong R&D pipeline, combining innovative thinking with practical action in the field. Our solutions are purpose-designed for different crop systems. Connecting seeds and traits, crop protection products, digital tools and sustainability approaches, to help deliver the best possible outcomes for farmers, growers and our other stakeholders along the value chain. With teams in the lab, field, office and in production, we do everything in our power to build a sustainable future for agriculture. In 2023, our division generated sales of €10.1 billion. For more information, please visit www.agriculture.basf.com or our social media channels.
About BASF
BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has approximately 16,000 employees in North America and had sales of $20.5 billion in 2023. For more information about BASF’s North American operations, visit www.basf.com/us.
At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. Around 112,000 employees in the BASF Group contribute to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio comprises six segments: Chemicals, Materials, Industrial Solutions, Surface Technologies, Nutrition & Care and Agricultural Solutions. BASF generated sales of €68.9 billion in 2023. BASF shares are traded on the stock exchange in Frankfurt (BAS) and as American Depositary Receipts (BASFY) in the United States. Further information at www.basf.com.
About Global Prairie
Global Prairie is a purpose-driven global marketing firm founded on the belief that business should be a force for good in the world. Driving measurable, impactful results for organizations committed to making the world a better place is not simply the work Global Prairie does for its clients – it is the bedrock principle on which the company is built. As a Public Benefit Corporation, and a top 1% Certified B Corporation (B Corp) out of nearly 9,000 B Corps, Global Prairie meets rigorous standards of social and environmental performance, accountability and transparency. Global Prairie is a 100% employee-owned company.