Talam Biotech (formerly Microgen Biotech)

The Challenge
In 2021, Microgen Biotech came to Woodruff with a critical challenge: heavy metals in soil were contaminating food, particularly baby food. The company needed to raise awareness without causing panic, establish credibility as a startup and rally partners to take action, all while bringing a new solution to the market to combat the issue. Their innovative microbial solution reduces the uptake of heavy metals in crops, improving food safety.

At the same time, the company underwent major changes, including a co-founder departing, leadership restructuring and the business rebranding as Talam Biotech, strategically focusing on microbial solutions that tackle this global food safety issue.

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.

Two critical outcomes emerged from this work. First, we reframed the market context around global health advancement for people and the planet through microbial science — a broader and more inspiring platform than the traditional agricultural lens. Second, we identified Talam’s proprietary Microbiome platform technology as the company’s defining point of differentiation.

With the brand foundation in place, we turned our attention to messaging. Communicating the global prevalence and impact of heavy metals in soil and food required a thoughtful approach that built awareness without alienating farmers, food companies or regulatory partners responsible for ensuring a safe food supply.

Our next priority was establishing credibility with investors and potential partners. We worked to clearly distinguish Talam from its Microgen legacy, spotlighting new leadership, a sharpened strategic focus and a compelling technology story.

A streamlined website became the centerpiece of this narrative. It simplified a complex issue through clear, authentic storytelling, emphasizing proof points and the broader significance of Talam’s work. Credibility was reinforced through trusted third-party sources, including coverage from the New York Times and CNN, alongside company press releases and news updates that showcased momentum and legitimacy.

Finally, targeted trade media outreach and media training amplified Talam’s voice across the industry, while research-backed materials underscored both the urgency and the opportunity in addressing global soil contamination

The Impact
Our partnership set Talam up for both short-term wins and long-term growth. The revamped website quickly became a hub for engagement, with a 16.3% year-over-year increase in total sessions, primarily driven by organic search and direct traffic from investor and partner presentations. Media coverage and strategic communications established Talam as a credible innovator in the microbial agriculture space. During this period, Talam also strengthened its leadership team, invested in R&D and closed a bridge funding round with Fulcrum Global Capital and the Yield Lab Europe.

As of June 23, 2025, Wilbur-Ellis, a leading provider of innovative solutions for agriculture, announced that it has entered a U.S. market development agreement with Talam Biotech, for Talam’s natural microbial approach to reducing heavy metal uptake by crops.