Increasing amounts of scientific data are being generated by research-based companies. This is most evident in companies producing innovative feed formulations and feed additives, companies introducing technologies that increase yield and the cost-effectiveness of their clients, and companies designing ameliorated culture conditions in the agro-food sector. For instance, finding alternatives to antibiotics, and feed additives from natural sources that improve food palatability, digestibility, and growth rates, are examples of the current research areas of companies acting in this sector. As a result, new feed ingredients and additives are constantly being produced after the necessary scientific tests that grant them market acceptance.
Short on time, loaded on data
Companies’ Marketing & Commercial departments face the challenging task of efficiently communicating to clients the scientific data generated by the Research & Development department. This process is time-consuming, and time is known to be a valuable and limited resource. Scientists are focused on obtaining evidence for supporting the innovation and applicability of a product, whereas marketing and commercial managers focus on meeting sales goals using the best possible tools. As a consequence, communication is often conveyed by marketing agencies, which lack the necessary scientific knowledge to develop a technically accurate but easy to read message. Furthermore, scientific and communication design technical languages are frequently hard to combine, leading to numerous inefficient and time-consuming interactions between scientists, designers, and marketers.