Carter & Co. Communications, Case Study: Olam

Olam

Case Study

Horizontal Rule

Olam, an agricultural corporation from Singapore, had acquired the assets of many failing food companies within the the Central Valley. They planned to move to Fresno, and make the Central Valley their new Global Headquarters for Spices and Vegetable ingredients.

Situation

Olam, an agricultural corporation based in Singapore, had acquired the assets of many failing food companies within the Western United States. Olam planned to move to Fresno, and make the Central Valley their new Global Headquarters for Spices and Vegetable ingredients.

The Problem

There was concern over a negative public opinion ​that might form about Olam before they even arrived to set up shop. There was a misconception that companies from Singapore had the same poor quality production as China. This couldn’t be farther from the truth.

There was also a fear that the company was going to take over and many people were going to lose their jobs. Olam actually planned to save the jobs of all the failed companies’ employees. Olam’s move to Fresno created 3,500 new jobs in CA and the surrounding states.

The Plan

Carter & Co Ag understood the benefits of having a​ global corporation like Olam settling to the Central Valley.​ They also had the ​skills and ​insight necessary to help the public ​recognize why their move would be highly beneficial for our community and should be welcomed. They knew in order for Olam to be embraced by the local community that the public needed to see them as “one of our own.”

An extensive Press Kit was created. Every department manager of all 13 acquired locations was interviewed, where local employees personal stories were told. These once separate, failing companies were transformed into a unified organization. Olam became the new face of Central Valley Ag… transcending boundaries.

A Grand Opening Event and reception was beautifully executed. Hand delivered invitations went out to the Mayor and other public officials, as well as potential new business connections. It was the largest event of its kind that had taken place in the Central Valley. The media arrived in full force. About 500 VIP’s were in attendance.

Gift boxes were given to every VIP chocked full of Olam products. There was also a celebration at every offsite location with cake and other refreshments so that all the company’s employees could participate as well.

Results

Not only was negative public opinion extinguished, but the local community welcomed Olam to the Central Valley as a leader in the areas of agriculture and economic development for our region. Exceptional brand equity was created. Today Olam is the largest and most successful agricultural firm in the Central Valley.

Share this Case Study

Services

Crisis Management

Media Relations

Strategic Counsel

Branding

Horizontal Rule

Tools

Media Press Release

Event Planning

Horizontal Rule

Follow Us

Recent Case Studies

Carte & Co. Ag Communications, Case Study: Farm Grown

Farm Grown

Vertical Rule

Carte & Co. Communications, Case Study: Fresno Grizzlies

Fresno Grizzlies

Vertical Rule

Carte & Co. Communications, Case Study: Protect Visalia

Protect Visalia

Vertical Rule

Carte & Co. Communications, Case Study: Walmart

Walmart

Carter & Co. Ag logo