How Grofuse Elevated and Scaled Specialist Nutrition’s Digital Presence Across Ireland and the US
Home / Case studies / How Grofuse Elevated and Scaled Specialist Nutrition’s Digital Presence Across Ireland and the US
Specialist Nutrition is Ireland’s leading provider of sustainable feed solutions, nutritional supplements, and performance advice for dairy, beef, and pig herds. They are also the country’s largest handler of brewery and distillery co-products, offering complete feed management and sustainability services to Ireland’s food and drink manufacturing sector.
With operations in Ireland and the US, Specialist Nutrition needed a modern digital presence that reflected its authority in animal nutrition, supported its commercial goals, and communicated its environmental impact to farmers and suppliers.
Client Goals
The existing site was holding the business back. Built on Craft CMS, it was outdated, difficult to update, and unable to support Specialist Nutrition’s marketing team or future growth plans. Content was hard to manage. E-commerce was missing. Sustainability messaging wasn’t clear or compelling.
Specialist Nutrition needed a new website that could:
- Generate leads from farmers seeking expert nutrition advice
- Promote their products and services across multiple markets
- Integrate WooCommerce for selected online sales
- Communicate their sustainability mission more powerfully
- Support SEO, content publishing, and marketing campaigns
Scale internationally, starting with a US market rollout
What We Did
Grofuse delivered more than just a new website. We built a modern, scalable digital platform that supports sales, brand growth, and international expansion, and we continue to drive Specialist Nutrition’s online performance through expert marketing support.
Complete Website Rebuild (IE and US)
We rebuilt the Specialist Nutrition website using WordPress, replacing their outdated Craft CMS setup. The Irish site was launched first, followed by a fully adapted US version to support market-specific growth.
- Developed a dual-audience structure with tailored journeys for farmers and co-product suppliers
- Migrated 70+ products, 60+ blog articles, and 7+ success stories into a structured, SEO-optimised format
- Designed a responsive, mobile-first interface with performance optimisations and clean UX across all devices
- Integrated key user tools such as Feed Budget Calculator, Pay a Bill, and regional navigation toggles.
WooCommerce and Product Architecture
We integrated WooCommerce to enable online ordering of key products, with future scalability in mind.
- Built custom templates for over 70 product pages, including sellable and enquiry-only SKUs
- Created advanced product categorisation by farm type, feed type, and seasonal relevance
- Structured product detail pages with feeding rates, analysis, brochures, and technical info
Ongoing SEO, PPC & Content Marketing
Grofuse is Specialist Nutrition’s long-term marketing partner, driving inbound leads and brand authority.
- PPC Campaign Management: We run seasonal Google Ads campaigns targeting feed needs, silage additives, and nutritional supplements
- SEO Strategy & Implementation: Keyword research, on-page optimisation, meta structure, and technical audits ensure visibility
- Content Creation: Our team writes expert-level blog content tailored to Irish farming cycles, boosting trust and search performance
- Conversion Optimisation: We align landing pages with campaign goals to increase enquiries and reduce bounce rates
- Newsletters: Monthly email campaigns crafted and managed to keep customers informed and engaged
- Social media: Content creation and campaign support across Facebook, Instagram, LinkedIn, and YouTube.
Sustainability Storytelling & Supplier Engagement
Sustainability is central to the Specialist Nutrition brand. We built a narrative-rich experience that communicates environmental value and industry leadership.
- Created dedicated Sustainability and Co-Product Supplier landing pages
- Highlighted carbon reduction impact, reuse partnerships, and ESG alignment
- Used imagery, copy, and layout to reinforce trust, scale, and service reliability
The Result
The new site gave Specialist Nutrition’s marketing and sales teams full control of their digital presence. The Irish site was launched first, followed by a successful rollout of the US version, expanding their international reach with a consistent brand experience.
- The company now converts more leads online, with clear pathways for product purchase and expert consultation.
- Content updates, blog publishing, and SEO improvements are fast and frictionless.
- PPC campaigns are directly aligned with landing pages and product pushes, improving ad performance and ROI
- The sustainability message is clear, visible, and woven into every part of the user journey.
- Farmers and food suppliers now see Specialist Nutrition as a tech-forward, environmentally responsible leader.
Grofuse continues to act as Specialist Nutrition’s digital growth engine, providing strategy, execution, and results across the web, content, and campaigns.
Subscribe to our newsletter for exclusive tips and insights on growing your business