Agrial
Agrial is an agricultural and agri-food cooperative that supports its 12,000 member farmers daily in promoting and marketing their products. As a committed company, Agrial develops responsible and efficient agriculture and offers consumers safe, healthy, and tasty food.
Over time, numerous websites and digital tools have emerged within the group, reflecting an organization historically structured into branches. This proliferation of platforms made the digital ecosystem complex, compartmentalized, and difficult to navigate for the various target audiences.
The challenge of the redesign for Wokine was clear: to unify, simplify, and embody Agrial’s cooperative model in a single, modern, and approachable website.
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Two workshops to collaboratively lay the foundations for this website redesign.
A workshop to redefine the brand :
– Better understand Agrial’s purpose, positioning, and values.
– Identify the main targets : current and future farmers, employees, consumers, partners.
– Clarify the value proposition centered on cross-functionality cooperative commitment, and food quality.
A second workshop to structure the site around the user :
– Rethink the site architecture to promote smooth navigation
– Identify high-value content : videos, farmer portraits, field reports.
– Define editorial priorities : employer branding, Groupe projects, production sectors, CSR commitments.
A platform that tells a human story
The redesign was conceived to create a sense of closeness with users. Exit the silos. The new site presents Agrial as a unified group driven by a sustainable agricultural mission, with cross-cutting, people-centered content.
– Simplified navigation, designed for all audiences : members, job applicants, consumers and partners.
– Immersive photo and video content : meetings with farmers, behind-the-scenes at processing sites, employee testimonials.
– A spotlight on employer branding, with 400 job openings accessible via a search bar optimized with filters by role, location, and contract type; an interactive map showing geolocated job offers, and the option for candidates to create personalized alerts.
The result : a website that reflects a committed group
This digital redesign reflects a cultural shift at Agrial : a desire to break down silos, speak with one voice, and highlight the men and women who bring the cooperative to life.
The site now embodies the group’s values : closeness, boldness, solidarity, and sustainability. It inspires people to join the Agrial journey, as a farmer, employee, or partner.
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