Micothon is a highly specialised company in crop protection technology. From a compact core team of four permanent employees and a few freelancers, they develop and build tailor-made solutions such as spraying machines, UVC technology for fungus control, and vacuum extraction of insects. With a niche position and clients in countries including Canada, the US, Russia, and Africa, they compete with much larger players with far bigger marketing budgets.
When owner Theo Straathof approached Green, the reason was clear: dissatisfaction with the existing website. “It was chaos – far too much information and no clear direction. I didn’t know where to start. What appealed to me about Green was their agricultural background and the personal contact. They understand our world.”
Green began by sharpening the positioning. Three clear pillars formed the foundation: spraying machines, UVC technology, and insect vacuum extraction. From there, a complete rebranding was carried out, including a new, well-structured, and internationally accessible website. The goal was twofold: position Micothon as a specialist and convince visitors through innovation and expertise – without overwhelming them with technical details.
The results came quickly. A customer from Canada ordered a machine without any prior personal contact – purely on the strength of the website and the story it told. “That was a first for us. We also received inquiries from the UK, among others. It shows that we are now truly being found internationally.”
Theo describes the collaboration as effective and constructive: “We approach things from a technical perspective; Green adds the marketing touch. They bring structure, take work off our hands, and have a pleasant, results-driven way of working. Plus, we speak the same language – literally and figuratively.”
With the new branding and clear positioning, Micothon has not only become more visible but is also better prepared for the future. “We’re thinking about succession and a possible split of the company. Having a clear brand structure in place now makes us more attractive to potential buyers. For us, this is truly a step forward.”
Discover the case of:
Tailor-made brand architecture for a high-tech pioneer in greenhouse horticulture
