Global crop protection group appoints MC2 as strategic communications partner to accelerate European growth

Global crop protection group JT Crop has appointed MC2 as its strategic communications partner to support the next phase of growth across its JT Agro and JT Grosvenor businesses.

Founded in 1998 by Gurvinder Singh and now led by his son Jaitej Walia, JT Crop has evolved from a family-run agrochemical trading firm into an international crop protection group with full control across its supply chain. Through JT Agro in India and Huddersfield-based JT Grosvenor, the Group manages every stage of product development and supply, from ingredient synthesis and formulation to manufacturing and market access.

MC2 will provide strategic communications support, including refining brand positioning, developing clear go-to-market strategies and overseeing rollout across both businesses, including the development of new websites.

The programme will support JT Agro’s next phase of European growth by strengthening engagement with distributors and farmers, while increasing awareness of JT Grosvenor’s specialist formulation and manufacturing expertise across key European markets including cleaning products, agriculture, animal care and garden care.

Ellie Matthews, Director at MC2, commented: “JT Crop has established a strong position across international markets by combining technical expertise and manufacturing capability with the long-term perspective and values of a family business. As the Group continues to grow, our role is to help JT Agro and JT Grosvenor articulate their distinct strengths with greater clarity, increase visibility in priority markets and create an even stronger foundation for future growth.”

Jaitej Walia, Director at JT Crop, added: “We have ambitious growth plans across both JT Agro and JT Grosvenor, with a particular focus on expanding our presence across Europe and continuing to invest in our manufacturing capabilities. As the business grows, it’s important that our brand and communications evolve alongside us. MC2 understands our ambitions and I have no doubt will help us communicate the strength of our proposition more effectively as we scale.”

JT Crop joins MC2’s growing client list, which has recently expanded to include global SaaS provider Haiilo and national essential services provider Clear Business, among others. The agency creates an edge for high-growth businesses, helping leadership teams to scale and realise value through support across brand identity, corporate communications and demand generation.

The appointment follows a period of sustained growth for JT Agro, which has expanded into new European markets over the past year. The business secured 90 product registrations across 17 countries, with a further 84 pending. In parallel, JT Grosvenor recently invested £200,000 to increase manufacturing capacity by 25% at its Huddersfield facility in response to growing demand.