Manna (Phytech) Irrigation
The Case
Phytech provides Irrigation Intelligence software solutions to bridge the gap between growers and their plants, delivering real-time insights and actionable recommendations to optimize irrigation, enhance crop health, and simplify farming.
Backed by Rivulis Irrigation, (formerly known as John Deere Water), Phytech produces and installs its own hardware, not only for monitoring plants but also irrigation infrastructure.
As part of their global expansion strategy, they aimed to increase brand awareness and actively promote their activities in Mexico and Spain.
Goals and Methods
A 2020 Spanish-language campaign aimed at raising awareness and building the brand of Manna's distinctive hands-on irrigation solution among a target audience, including Agri-tech and business media platforms, influencers, and decision-makers in Mexico and Spain.
Result
Public agricultural stakeholders, private trade organizations, and local agri-tech/business media reported a 10% year-on-year increase in the stake of digital agri-tech solutions, with Manna's software facilitating an irrigation reduction of up to 30%. Eyal MOR, the CEO, emphasized the positive ROI of the campaign. His successor, Oren KIND, stated: “Phytech originated in Israel and grew in California and Australia. We are now expanding globally to South Africa, Argentina, Brazil, Peru, Chile, Uruguay, Guatemala, and Mexico, where agriculture is prevalent, and climate change necessitates improved irrigation decisions.”
According to the non-profit Israel21C, farmers from Arizona to Africa conserved over 132 billion gallons of water in 2024 by utilizing Phytech technology. This amount is comparable to the yearly water usage of over 3.1 million American households.