The story of ByRo & TERRA NutriTECH
When you think of the life of a farmer in Ireland, what comes to mind? Early mornings battling the elements, the graft, the commitment, the highs and the lows. Or do you have a more modern take? An innovator, using the latest technology, to run a quickly evolving business?
For tech entrepreneurs and changemakers, Padraig and Tom Hennessy, it’s the latter. Growing up surrounded by land on their family farm in Moone, Athy, Co. Kildare, they formed a deep respect and appreciation for the business of farming.
And as the years rolled by, they became more involved in their local farming community and were exposed to some of its harsh realities. Long hours away from family, hardships born out of outdated methods of farming, unnecessary illness amongst stock and little or no waste management.
Shaped by farming traditions handed down from one generation to the next, they began to look ahead and envisage a new way of farming.
A new way of thinking around water,
technology and smart farming.
With a keen eye for emerging sustainable practices, Tom put his initial focus on water solutions. His establishment of Terra Services gave him valuable insights into the needs of farmers, while his deep domain expertise in water management gave way to a new way of thinking around water, tech and farming.
Their goal became very clear. They felt compelled to develop a device, engineered with the latest technological developments in mind, to fundamentally shape modern farming practices to enhance the life of farmers across the world. The TERRA NutriTECH Automated Mineral Controller went into early development.
The journey of building a brand
A native of Westport, Co. Mayo, with a farming background, and extensive experience in brand development, Padraig and Tom began to form a like-minded partnership with owner and ByRo founder, Róisín Bennett.
At the time, Róisín had just finished up a role integrating a major global retail brand into the Irish market. While there, she worked across a suite of brand programmes to engage local farmers and the wider community. This gave her some insight into what it would take to get the farming community engaged with their early-stage startup. ByRo and TERRA NutriTECH also had similar values combined with an ambitious outlook, the stage was set.
How ByRo worked with Terra NutriTechto build their brand
Early stage brand development: Name Generation
The development of a solid brand
name to match the values of the
Discovery & Research
Brand Development/ Identity
Website & assets
Social platform inception
Presentations – Global leaders
Alltech One Conference – Global Event
Today the TERRA NutriTECH community is growing by 40% per annum. Customer retention rate is a staggering 98%. The brand is now global and is currently going from strength to strength expanding into new markets. Along the way, Padraig and Tom have kept their brand values at the forefront of everything they do. They continue to work closely with ByRo’s Róisín Bennett, a trusted brand advocate and collaborator.
Overall winner of Irish Enterprise Award
Google – Adopt
a start-up Winners
Built new state
of the art HQ
Poultry / Swine
and Equine markets
Gold Award Winners
in Technology –
National Dairy Show