How Cargill benefited from our expertise in the construction industry

We helped clarify Cargill’s value proposition and build a go-to-market strategy. It turned out very soon that while biodiesel could be part of the solution for data centers, price competition was a barrier that was too difficult to overcome. So we focused on the construction industry.

We started by talking directly to the people making tough decisions on the ground every day:  CEOs, general managers, and sustainability leads. Many of them weren’t just looking for the ideal solution; they were looking for a pragmatic one.

Since Merluno has deep roots in the construction industry, we were able to leverage our network and quickly get to the heart of the market’s needs. We listened closely to energy requirements, operational constraints, and shifting sustainability targets.

This input formed the foundation for a thorough market scan, mapping all relevant use cases within construction — from urban developments to remote infrastructure sites. In parallel, we crafted a tailored value proposition: What value does Bio 100 actually create? What pain points does it solve for various key decision makers? And how can that message be delivered in a way that resonates?

Thanks to our longstanding relationships within the construction niche, we were able to generate immediate traction. Within two months, Cargill was already sitting at the table with potential clients, proving that the right message, delivered to the right people, opens doors fast.