Turning a technological world first into a market position

The problem behind it is barely visible. Plant in-vitro propagation worldwide is done by hand, error-prone and entirely dependent on specialists cutting under sterile conditions. This bottleneck is a real factor for global food security. RoBo®Cut automates it and can help secure plant supply worldwide over time.

That makes RoBoTec not just a case for sterile plant propagation, but also for sovereign AI: European-developed technology for a critical infrastructure problem, instead of outsourced dependency. At market entry, no public language existed for any of this. That's exactly where we started.

Positioning came first. Instead of talking about automation in horticulture, we positioned plant propagation as what it is: a systemic bottleneck in global supply, with relevance to supply chains, climate resilience, labour shortages and European technology sovereignty.

The real task was the audience. Plant producers are among the most conservative buyers there are, and a technology without precedent first raises scepticism there. We therefore designed the communications to create understanding first: what the machine is, what problem it solves and why automation makes sense at this point. On this basis came implementation: a new website with content for industry, investors and media, continuous LinkedIn thought leadership through the company page and both founders, narratives for panels and trade articles, and PR work with bespoke pitches for trade, business and sustainability media.

Stephan and Friederike von Rundstedt are visible as thought leaders, with coverage in leading horticulture media and invitations to podcasts. The corporate account is part of a growing professional audience.