Anuvia Plant Nutrients (formerly VitAg Corporation)

The Challenge
VitAg Corporation secured over $110 million in financing to build a biosolids-to-fertilizer facility in Zellwood, Florida. As the company entered this new chapter, it recognized the need to clearly position its brand, proprietary technology and products with a range of key audiences, including employees, the local community, investors, regulators and potential partners in agriculture and turf.

When VitAg partnered with Woodruff, the company’s messaging reflected a traditional fertilizer industry approach. It quickly became clear there was an opportunity to redefine how both internal and external audiences viewed the business — shifting perceptions toward a more innovative, sustainable and forward-looking vision for the future of plant nutrition.

Our Approach
We recommended tackling the challenge in phases, starting with a strong foundation. Our first step was to lead the team through a comprehensive branding exercise that defined the market context, target audiences, core insights, key benefits, brand personality, differentiators, positioning, promise and reasons to believe.

Through this collaborative process, a few key insights emerged that guided our strategic direction:

• As the global population grows, efficient resource use is critical — and what was once considered waste is now a valuable, renewable resource.
• The fertilizer industry urgently needs innovation that meets the demands of consumers, regulators and customers alike.
• While the VitAg brand had some equity, its name and messaging limited growth and failed to reflect a modern outlook regarding sustainability and regenerative practices.

After the branding exercise, VitAg reintroduced itself as Anuvia Plant Nutrients, meaning “a new way” forward. The company rebranded its technology as TRX™ and its products as SymTRX™ and GreenTRX™, reflecting its innovative position and differentiation. Anuvia also shifted its language from “fertilizer” to “plant nutrients,” and from “biowaste” to “organic resources,” signaling a more sustainable and forward-thinking approach to plant nutrition.

The branding and positioning impacted every aspect of their business from the naming to their business strategy, product innovations to the way they interacted with the communities they serve.

From there, Woodruff partnered with Anuvia to bring the new brand to life across every touchpoint. Our team created a new company logo and tagline, along with clear, consistent key messaging and brand standards to ensure alignment across audiences. Woodruff also designed and developed a new website, produced an Anuvia video showcasing the company, its technology and a plant tour, and created product logos, sales materials and a trade show booth to support launch and outreach efforts.

The Impact
Our partnership positioned Anuvia for both immediate impact and sustained growth. Following the rebrand, the company opened its first production plant and secured $23 million in equity to scale operations and begin construction on a second facility. Strategic distribution partnerships were established with Ewing Irrigation & Landscape Supply for the landscape and lawn care industries, Southern States Cooperative for agricultural markets, and Ferti Technologies for GreenTRX marketing. Anuvia also licensed its SymTRX™10S technology to The Mosaic Company, expanding its reach and credibility in the fertilizer industry. Continuing its momentum, the company raised $103 million in Series C financing to further scale production and accelerate its go-to-market strategy. In recognition of its rapid growth and innovation, Anuvia was named one of the Americas’ fastest-growing companies by the Financial Times.