Case Study

ONYX launch across Europe

Nuseed develops top performing canola, sorghum and sunflower hybrid seeds.

Nuseed, a wholly-owned subsidiary of Nufarm, develops top performing canola, sorghum and sunflower hybrid seeds, supported by 300 employees with more than 100 research staff working across 9 global locations.

Seed, Bags & Bulgaria

TAP was selected by Nuseed in May 2017 to manage the launch of two new black hybrid confection sunflower seed varieities.

Early in the process, TAP facilitated a 2-day workshop involving key Nuseed personnel to help define key messages and direction

General - Onyx

Unlike previous or current products on the market, the Onyx brand proposition was designed by TAP to benefit the entire supply chain from growers to processors to roasters to consumers.

To support this intention, TAP utilised their partner network and appointed a leading regional journalist to join Nuseed during scheduled field visits in Ukraine and Bulgaria, with the purpose of obtaining photographs and film footage of the Onyx hybrids in location.

Social Media

TAP initiated awareness of Onyx via region specific Facebook pages. By creating relevant and engaging content, more than 2,000 people within a very specific target audience had been reached organically within the first month.

Facebook pages in Bulgaria, Romania, Moldova, Ukraine and Russia continue to grow steadily with strong engagement under our management. As well as supervising and mentoring Nuseed staff, TAP has been instrumental in developing robust procedures and protocols.

General - Onyx
General - Onyx


The official launch event took place at AgroComplex in Kiev, Ukraine on 31st October 2017. TAP was responsible for the creation and design of supporting materials for the event, digital and print media engagement, plus organising a press event at the venue.

With over 20 leading journalists from key press attending and the subsequent positive feedback, the event was deemed a success.

General - Onyx
"I wanted to take the opportunity this morning to thank each and every one for the hard work that has gone into the Nuseed Onyx Launch in Ukraine. This is the finest marketing event that Nuseed has ever held in Europe. Look forward to the continued launch activities this week and learning more about the related success generated from the event."

Patrick Dieterich - General Manager, Nuseed Europe