Brand Tone

Scientific Authority, Approachable Expertise, Natural & Caring, Sustainable & Forward-Thinking

Brand Values

• •Innovation and Scientific Excellence
• •Sustainability and Environmental Stewardship
• •Quality and Purity
• •Animal Welfare
• •Partnership and Collaboration

Best Practices

• •Lead with Science, Follow with Heart: Start with a credible, science-based claim (e.g., 'ideal balance of omega 3:6') and immediately translate it into an emotional benefit for the customer ('means a shinier coat and more comfortable ride').
• •Emphasize the 'Good for All' Value: Consistently link product benefits to the brand's larger environmental story. Every message about animal wellness is an opportunity to reinforce the value of sustainability ('Good For You And Good For The Environment').
• •Leverage User-Generated Proof: Integrate customer testimonials and success stories into all marketing channels—from product pages to social media. Phrases like 'My vet asked what I was doing differently' are powerful endorsements.
• •Maintain the 'Ancient Grain, Modern Science' Narrative: Use the story of camelina's long history combined with Smart Earth's cutting-edge breeding programs to create a unique brand narrative. This differentiates the product from generic fish or flax oils.
• •Use Clear and Confident Language: Avoid jargon where possible, but don't shy away from scientific terms when explaining what makes the product superior. Define terms like 'cold-pressed,' 'non-GMO,' and 'omega ratio' to educate the consumer and build trust through transparency.

Social Perception

Smart Earth Camelina is perceived as an effective product and a trusted source among direct customers (pet owners), who report visible benefits. In agricultural and business communities, it's seen as an industry innovator, particularly after its acquisition by Bayer.

Copy Examples

• •Beyond Shine. The Science of a Healthier Horse. Our single-ingredient, cold-pressed camelina oil is backed by research to support joint mobility and a balanced inflammatory response. Pure, potent, and proven.
• •More zoomies, less scratching. Our 100% natural Camelina oil is packed with the Omega-3s your dog needs for healthy skin and comfortable joints. It’s not just oil; it’s more days of play. Tap to shop our canine formula.
• •Subject: The Ancient Grain Powering Your Pet's Health Did you know the Camelina in your supplement is also helping the planet? As a low-input crop, it thrives where others can't, requiring less water and fewer resources. Choosing Smart Earth means choosing a healthier future for your horse and the environment we share.
• •Smart Earth Equine Omega 3: Give your horse the benefits of an ancient grain perfected by modern science. Our pure, cold-pressed camelina oil offers a balanced 3:6 ratio of omega fatty acids to support joint health, promote a show-ready coat, and aid digestive wellness. Sustainably grown in Canada and trusted by owners and veterinarians alike.
• •Not All Omegas Are Created Equal: Why Camelina Oil's 3:6 Ratio Matters for Your Horse's Joints.