What is Sales and Marketing Strategy of Treatt Company?

Treatt's direct sales teams are strategically located across key markets in the UK, the US, and Asia. They work intimately with R&D at major FMCG companies to co-create custom Treatt flavor and fragrance solutions, a core part of the Treatt sales and marketing approach.

This channel extends the company's Treatt global sales network into secondary markets and serves smaller clients. The network of long-term partners contributes an estimated 25 percent of total sales, enhancing the overall Treatt sales strategy.

Launched in 2023, the digital platform now facilitates over 10 percent of all order placements. It provides 24/7 access to technical data sheets and inventory levels, a key Treatt digital marketing initiative for B2B customer relationships.

The company has no consumer-facing retail channels, as its ingredients are sold exclusively to manufacturers. This pure B2B sales model is central to its Treatt target market and Treatt value proposition.

The Treatt sales strategy is anchored on three core pillars: sustainability, innovation, and quality. These pillars form the foundation of its unique value proposition and B2B marketing tactics, ensuring market differentiation.

The visual identity utilizes a palette of green and blue to evoke naturality and scientific trust. The tone of voice is authoritative yet collaborative, reinforcing its position as a knowledge leader in flavor and fragrance.

The customer experience is built on a promise of co-creation and supreme reliability. This is backed by a 98.7 percent on-time-in-full delivery rate in 2024, a key metric in its B2B customer relationships.

This effective brand positioning and sustainable sourcing strategy earned the company the 2024 Ecovadis Silver Medal. It also ranked Treatt in the top 95th percentile of its industry for sustainability performance.

This cornerstone of the Treatt marketing strategy aimed to rebrand 80 percent of its top ingredients, targeting a 15 percent sales lift. The campaign centered on full supply chain transparency, utilizing QR codes that linked to interactive maps showing raw material origins.

Deployed via targeted digital advertising, a dedicated microsite, and a roadshow for its top 50 accounts, the campaign far exceeded its goals. It achieved a 22 percent sales increase for featured products and an 18.3 percent revenue growth for the segment in FY2024.

This historically significant campaign for its citrus platform utilized technical webinars and sample kits to demonstrate new extraction techniques. The initiative successfully showcased more authentic and stable orange flavors to its global sales network.

The 'Zestful' campaign was a masterclass in B2B marketing tactics and strategic account management. It directly resulted in securing three major multi-year contracts with global beverage companies, worth a combined £25 million.