Maia Consulting Works with Fytofend
Introducing Fytofend: A Key Player in Bio-Solutions in Europe
Founded in 2009, Fytofend is a pioneering Belgian company in the field of biosolutions and a leading player in sustainable plant protection. As the exclusive developer of COS-OGA—the first low-risk active ingredient recognized by the European Union—the company offers farmers biological alternatives to synthetic pesticides, contributing to healthier crops and environmental conservation.
Some key figures:
- We serve more than 40 countries
- More than 15 international distributors
- More than 2 million liters of products sold
- 100% natural, certified organic, and residue-free solutions
Fytofend's challenge: strengthening its brand and regaining market share
Market Context and Industry Challenges
The biocontrol market is experiencing rapid growth in Europe, driven by increasingly strict pesticide regulations and the growing adoption of low-risk solutions. According to the IBMA (2023), this sector is growing by approximately 15% per year, reflecting a structural shift toward more sustainable agriculture. In this context, the biosolutions developed by Fytofend play a key role: they reduce chemical inputs while strengthening crop resilience.
It is against this backdrop that Fytofend enlisted Maia Consulting to modernize its brand image, clarify its storytelling, strengthen its sales materials, and develop a more effective sales strategy.
Key challenges identified:
- Inadequate search engine optimization
- Limited visibility, with scientific marketing materials
- A Necessary Overhaul of the Distribution System in France
Customer Expectations
Fytofend was looking for an experienced marketer capable of taking charge of in-house marketing. Since the human element is essential for a small organization, the company wanted a consultant who could integrate naturally into the team.
The mission began with several workshops designed to:
- Gain a deep understanding of the company's values and positioning
- To familiarize the consultant with the world of biosolutions
1. Rebranding and storytelling overhaul
The original messaging was very technical, as is often the case with B2B SMEs. It was therefore simplified, modernized, and structured to make it more accessible. This work led to the creation of a new logo and a new visual identity guide.
2. Modernization of marketing materials and optimization of the
website
Several marketing materials were redesigned, and the existing website was optimized to provide a better user experience and improved search engine visibility. The graphic design was handled in-house, in close collaboration with management.
3. Adapting Marketing Materials for International Markets
The visuals were adapted for different markets and languages. The website was also translated into French to boost Fytofend’s visibility in French-speaking markets.
4. A Challenging Business Environment
Fytofend has little direct contact with end customers. Winning over a new distributor typically involves testing the biosolutions and a lengthy and extremely costly approval process. Since each country has only a few major distributors, there is limited room for maneuver in sales, requiring a precise strategy.
5. A Long-Term Strategic Partnership
The partnership between Fytofend and Maia Consulting is a concrete example of successful marketing transformation. The results were particularly evident at ABIM, the global biocontrol trade show, where the company benefited from increased visibility.
During the final quarter of a one-year assignment (at a rate of two days per week), efforts focused on optimizing sales materials and developing a strategy tailored to the French wine market.
Results Obtained
Results: Strong Growth in Key Metrics and a Strengthened Brand
Website
- 3.3 times more monthly active users
- +57% increase in website interactions
- +48% more impressions on Google
Visuals & Content
- More than 70 visuals created using Canva
- Brochures for five products
- New logo and comprehensive brand guidelines
- Production of several videos
Human Collaboration
- Several dozen hours of reflection and collaborative development
- Consultant Benoit's Smooth Integration into the Team
- Mission Extended to 2026
Conclusion and Next Steps
Through a structured approach tailored to the challenges of the biocontrol market, Maia Consulting has helped Fytofend modernize its brand image, strengthen its commercial impact, and expand its digital presence in France and internationally. The collaboration continues into 2026, reflecting a strong and lasting partnership.
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