The irrigation space is a hotbed of innovation, and in the battle of innovation the drip irrigation space is at the very front line. With technical developments in chemistry, engineering and fluid dynamics regularly featuring in marketing communications. As a competitive marketplace with pressures coming from top tier manufacturers through to entry level players - Rivulis and Tracta worked together to develop messaging to unify Rivulis products designed for high value vegetable growers worldwide. A message not about technical specs or innovation, but something often forgotten in agriculture. Love.