For FLM Harvest, it’s time for a plot twist.
The 12-year-old company today has rebranded as Curious Plot, a marketing, communications and consulting agency driven to find what’s next for food and agriculture.
While the agency’s ownership, leadership, team members, clients and services remain unchanged, the firm is evolving into the new Curious Plot name and identity against the backdrop of rapid transformation in the food and agriculture markets it serves.
“Our industry and clients have experienced a staggering amount of change, especially over the past 18 months,” said Laurie Fleck, president and CEO of Curious Plot. “Curious Plot signals our own evolution and continued growth in our dedicated space. While we are still very young by most standards, we continually grow and enhance our service offerings to help our clients navigate the challenges and opportunities to come.”
The new brand is the culmination of a year-long discovery, strategic alignment, brand naming and identity process. “We were very thoughtful about our approach to our rebrand. It involved the entire agency, and the outcome is a new identity that helps us tell our unique and authentic story,” Fleck said.
Curious Plot continues as a 90-person agency headquartered in Minneapolis with a presence in Indianapolis and Portland, Ore., providing an array of agriculture, food and lifestyle client services including public relations, creative, social/digital, media and management consulting.
Curious Plot represents two central pillars of the agency’s new positioning: an innate commitment to continuous learning and the ability to help clients tell a motivating and results-driven story.
“Storytelling is the bedrock of every great marketing strategy,” said Deron Johnson, executive vice president and chief brand officer of Curious Plot. “Success happens when organizations tell the right story, at the right time, to the right people to drive the desired action. Without the story, nothing else is possible.”
“Plot” also has strong ties to food and agriculture, Johnson said, noting that all food production starts with a plot of land.
“This word has so many layers of meaning,” Johnson said. “That’s why it immediately resonated with us.”
“Curious” was also a natural choice, Fleck said.
“Our team is made up of curious people, eager to learn, innovate and push the limits,” she said. “They’re not afraid to ask, ‘What if?’ and ‘Why not?’ on behalf of our clients.”
The new brand comes as Curious Plot is managing significant growth. In recent months, the agency has secured new or expanded relationships with Elanco’s ruminant health business, California Giant Berry Farms, WinField United, Purina Dairy, Zoetis’ Petcare Diagnostics business, Land O’Lakes Foodservice, KWS Seeds and United Sorghum Checkoff Program. During that same time, the agency has added 10 team members to support client growth.
“Even positive change can be a challenge to manage,” Fleck said. “The challenge is even more profound when layered on top of broader industry and societal disruptions, including ag industry consolidation, ever-shifting culinary trends, supply chain disruptions and, of course, the fallout from COVID.”
“We will continue to navigate those changes, but with a powerful new brand driving us forward.”