Case Study — Agriculture & Agribusiness
From invisible to in demand
Ord Valley Turf
Kununurra, WA — Kimberley & Pilbara supply region · Engagement commenced early 2026
2.5x
Volume growth in a single month
~2x
Annual production on track vs prior year
10+
New commercial & government accounts
A specialist grower with real capacity — but no commercial pipeline to fill it
Ord Valley Turf is a family-owned turf farm based in Kununurra, WA, close to the NT border.
OVT grow Empire Zoysia under an exclusive regional licence — the only turf variety naturally suited to the Northwest's tropical heat and humidity.
After years of steady residential trade, OVT made a major capital investment to expand production from 3 to 15 hectares.
The expansion changed everything, putting government infrastructure contracts, mining sector jobs, and large-scale commercial projects within reach.
Owner Sophie and manager Clare engaged Inspec to help create a commercial pipeline for this large-scale, project-based opportunity.
The right product. But buyers didn’t know about it.
When InSpec came on board, we ran a structured strategy session with Sophie and Clare to map the exact barriers standing between Ord Valley Turf and the B2B market it needed to reach. Four core problems emerged.
An invisible brand among commercial buyers
Project managers and government procurement teams were defaulting to southern-sourced suppliers by habit — not because they were better suited to the climate. Ord Valley Turf simply wasn't on their radar.
No credibility materials for tender environments
OVT had deep project experience and a growing portfolio of major completed works, but none of it was documented. No capability statement, no case studies, and a website that spoke to homeowners rather than procurement officers.
The cost-of-failure argument was unmade
Climate-mismatched turf frequently failed in the field, costing clients far more in replacement and remediation than Empire Zoysia would have. The "pay once, not twice" case was never made to decision-makers.
A dormant contact base with no outreach channel
Years of transactions had built a substantial customer database. Without a structured programme, past clients weren't being nurtured toward repeat orders, and new inbound leads had no follow-up pathway.
"Someone at BHP saw what InSpec had been putting out on LinkedIn and changed their supplier specification to Empire Zoysia — our turf — without us ever making a sales call. That's the kind of marketing that changes your business."— Sophie Cooke, Ord Valley Turf
A commercial marketing programme built for remote-sector B2B buyers
InSpec designed and implemented a targeted multi-channel program aimed at the commercial buyers Ord Valley Turf needed: project managers, government procurement officers, mining contractors, and commercial builders across remote WA and the NT.
Strategy and commercial messaging
We built the marketing foundation from scratch, documenting value propositions, defining buyer personas, and developing core messaging that made Ord Valley Turf's "locally grown, climatically matched, freight-ready" story clear and compelling to B2B decision-makers.
LinkedIn content series targeting commercial buyers
We built an ongoing LinkedIn programme positioning Sophie Cooke as the Northwest's turf authority covering climate resilience, project performance, and the real cost of specification mistakes. Every post written in Sophie's voice: warm, credible, commercially direct.
Email programme to activate the existing customer base
We structured Ord Valley Turf's contact database and launched a regular outreach programme, a monthly educational newsletter repurposed into targeted campaigns to keep past clients engaged and to surface new commercial opportunities from warm leads.
B2B capability statement and project documentation
We produced a professionally designed commercial capability statement built to accompany government tenders and mining RFQs, and documented Ord Valley Turf's project portfolio for the first time, turning a word-of-mouth track record into hard-copy proof.
Brand refresh and unified content calendar
We modernised OVT's brand identity and aligned messaging across all channels through a centralised content calendar, ensuring that email, LinkedIn, and social channels carried the same commercial story each month.
A record financial year — driven by commercial and government accounts
Within five months of programme delivery, Ord Valley Turf's commercial trajectory shifted dramatically. The business recorded its strongest-ever trading period, with commercial and government buyers now driving the majority of revenue growth.
2.5×
Volume growth in a single month — an all-time record
~2×
Full-year production on track to double vs. the prior year
10+
New B2B accounts from government, mining & construction
Revenue indexed to 100 at Feb 2026 engagement start. ¹ Apr: ~0.4 ha sold. ² May: ~1.0 ha sold (record). ³ Jun: data to the 22nd. Absolute figures withheld at Ord Valley Turf's request.
New commercial accounts added in the record quarter included builders, government departments, mining contractors, and remote infrastructure suppliers; the B2B segment, Ord Valley Turf, had been unable to reach.
The pattern is what we see when a capable agricultural business finally has the marketing infrastructure to match its production capacity: inbound leads improve, existing clients reactivate, and the commercial pipeline accelerates.
Is your business invisible to the buyers who matter?
We work with primary producers and agribusinesses who have real capability and real product — but lack the marketing infrastructure to turn that into consistent commercial growth. If that sounds familiar, let's talk.