Barenbrug grows a two-brand strategy

Barenbrug USA reported it has launched a two-brand strategy to streamline its product offerings and better serve its customers.

The firm offers its products under two separate brands: Barenbrug and Jacklin.

“In the two years since we have acquired the Jacklin brand, we have taken time to assess the market, germplasm, and brand positioning to make sure we deliver both value and innovation to our customers,” said James Schneider, president and CEO.

“As a result, we have added bluegrass cleaning facilities, started a bluegrass breeding program as well as refreshed and revitalized the Jacklin brand, it’s truly exciting to launch the culmination of these efforts in this two-brand strategy,” said Schneider.

The company said that in fulfillment of its “Yellow Promise,” the Barenbrug brand will continue to be solutions driven with new offerings specifically formulated to solve the needs of everyone who uses our products, from ranchers all the way to golf course superintendents.

Barenbrug said it will continue to promote, “our Yellow Bag at the end-user level to further increase demand for our products from our nationwide distribution network.”

The firm said, “The Jacklin brand, on the other hand, will offer a comprehensive range of species, including, but not limited to, Kentucky bluegrass, Perennial ryegrass, Tall fescue, Fine fescue and Bermudagrass.”

“Our new two-brand strategy is a response to changing customer needs and market trends,” said Andrew Crawford, director of marketing and brand management.

“By separating our products into two distinct brands, we can better serve our customers and ensure that our products are reaching their intended markets,” said Crawford.