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Viterra Acquisition Strategies

As it moved from near bankruptcy to emerge as today’s global agribusiness leader, Viterra has worked with Creative Fire on communications and investor relations activities for most of the last decade. From its roots as the Saskatchewan Wheat Pool, Viterra is now a growing international company with operations in the United States and offices in Australia, New Zealand, Japan, Singapore, China, Switzerland and India. Creative Fire has assisted Viterra in creation of annual reports, investor relations presentations and executive speeches as well as providing advertising, human resources recruitment and crisis communication services. Creative Fire was part of the merger and acquisition team that saw Viterra successfully execute two recent takeovers, first of Agricore United and then ABB Grain of Australia. Utilizing a strategic process called “wargaming,” Creative Fire facilitated planning sessions to help Viterra anticipate and respond to likely reactions of various stakeholders. Creative Fire was then involved in development of appropriate communications tools and tactics to build relationships with those stakeholder groups. Additional services to support acquisition campaigns, including news media training for senior management and briefing of local academics and community opinion leaders, was also undertaken.