Case Study: AD & Food Waste Collections – Sales & Marketing Strategy Development

The WasteVyne was brought in to help shape a clearer, more effective sales and marketing strategy for a large anaerobic digestion (AD) facility operating across a defined regional catchment. The operator handled bulk food waste from some of the region’s largest food manufacturers, alongside a large-scale food waste bin collection service serving hospitality, retail and other commercial customers across the area.

At the time, the sales function operated with a high degree of autonomy. Food waste collection contracts were incentivised through commission based on estimated contract value and while leads were being generated, there was limited alignment between sales activity, real market opportunity and where marketing spend was being directed.

To address this, The WasteVyne carried out a detailed regional market assessment. This included competitor benchmarking, sector and pricing analysis, market trends, publicly available data and direct customer insight. The result was a clear, evidence-led view of the regional AD and food waste market, highlighting priority sectors, regional capacity and where the best growth opportunities really sat. These insights were then taken to the board to support strategic decision-making.

Using our in-house developed strategic framework model, we developed a set of practical recommendations covering lead generation, customer and data management, new business development, growth planning and diversification. Once agreed, these were translated into a clear market strategy that flowed directly into structured, targeted sales activity.

Outcomes

• Sales activity refocused around real market insight
• Greater board-level visibility of sales performance and pipeline
• Marketing spend concentrated on higher-value, data-rich segments
• Improved lead quality and stronger conversion rates
• Clear prioritisation of high-margin, strategically aligned customers
• Better alignment between commercial and operational capacity