From AgTech Startup to Net-Zero Partner: How PR Opened the Door to Google

At a Glance

• Relationship: Since 2016 — From Seed to Scale
• Volume: 351 Pieces — Consistent Cadence
• Reach: 9.6M Views — Global Audience
• Media Quality: 54 Avg. DA — High-Authority SEO

The Partnership

Arable began as an agricultural technology startup, but through our partnership, Salient PR helped reposition the company as a critical player in the corporate race to Net Zero. We shifted the public narrative from "farm hardware" to "global water security," unlocking an entirely new customer base of Fortune 500 companies.

The Challenge

In the early stages, Arable was focused on selling to growers. However, the team needed to expand their total addressable market. Our challenge was to test new narratives that would position Arable not just as a tool for better crop yields, but as a verification engine for corporate sustainability goals.

The Strategy 

We executed a "Water Conservation" narrative trial that ended up redefining the company’s mission.

1. The Narrative Test: We moved the story beyond the farm, pitching Arable’s data as the solution to global water scarcity. We highlighted that Arable’s tech could help reduce water usage by hundreds of billions of gallons per year in specific regions.
2. The "Gold Mine" Moment: This narrative caught the attention of an unexpected audience: Big Tech. Data centers and Fortune 500s with aggressive Net Zero water goals read our coverage. They realized Arable was the missing link to offset their massive water consumption.
3. Inbound from Giants: The coverage contributed to Google's decision to partner with Arable, along with other major corporations. What began as a PR narrative became a primary business line, with PR effectively acting as the lead-gen engine for these enterprise partnerships.

The Results 

Salient PR didn't just report on the news; we helped create the business case.

• Direct Business Impact: The "Water" narrative helped close Google as a customer, validating Arable’s expansion from AgTech into the corporate sustainability market.
• Category Definition: Arable is now cited as a critical player in coverage regarding water conservation, regenerative agriculture, and climate adaptation.
• High-Authority Validation: We secured back-to-back wins in TIME’s Top GreenTech Companies and Fast Company’s Next Big Things in Tech, cementing their status as a "GreenTech" giant.