Taking cereals to retail - it can be done!
Agri Food Comms-Cast
by Pinstone
1y ago
The Agri Food Comms-Cast is back for episode 5 of season 4! This month our host, Catherine Linch, welcomes managing director of Glebe Farm Foods, Rebecca Rayner. They are most famous in farming circles for taking a hardline stance against multinational Oatly who attempted to sue them over the name and branding of Glebe’s PureOaty oat milk. In this true ‘David and Goliath’ story, Rebecca offers the point of view of the family owned independent, which gained the support and trust of the consumer to not only win the case, but capitalise on the marketing opportunity to give immense leverage to the ..read more
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Top tips for podcasting
Agri Food Comms-Cast
by Pinstone
1y ago
In this month’s episode of the Agri Food Comms-Cast, we’re delving into the audio channel of podcasting; two years on from launching the Agri-Food Comms Cast. Host Catherine Linch welcomes Johann Tasker, chief reporter at Farmers Weekly and co-host of the Farmers Weekly Podcast. Johann joins us to discuss how their podcast is structured and its range of focus, format, and frequency. Alongside them is marketing director at The Chartered Institute of Marketing (CIM) and sustainable marketer Gemma Butler who is also host of the ‘Can Marketing Save the Planet?’ podcast, who explains the role for p ..read more
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Exploring business for people and planet
Agri Food Comms-Cast
by Pinstone
1y ago
The Agri-Food Comms Cast was first broadcast on Earth Day 2022, and delves into the opportunity for businesses to engage more proactively with the environment. In episode three, season four of the podcast, our host, Catherine Linch, is joined by founder of Sustainability Impact Agency, betternotstop, Hannah Cox, who is also a B-Corp Ambassador and B Leader. They are joined in conversation with inspirational business woman Carmen O’Neal, founder of gin producers, 58 and Co, a Certified B Corporation. The B Corporation Movement is a certification open to ‘for profit’ companies to undergo a rigor ..read more
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AHDB’s Shape the Future Ballot
Agri Food Comms-Cast
by Pinstone
1y ago
The Agri-Food Comms Cast delves into the value of ‘asking the audience’ and the approach behind the AHDB’s Shape the Future ballot. In episode two of season four of the podcast, our host Catherine Linch is joined by Roseanne Thomas, Director of Communications at AHDB. The Shape the Future ballot provides the opportunity for 100,000 farmers and growers in the UK to have their say and influence where funding is directed. While knowing your audience and using market research is a staple for the comms industry, It’s the first time in its history that the levy board has ever taken this approach. We ..read more
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Book vs social - conquering the town and country divide
Agri Food Comms-Cast
by Pinstone
1y ago
The Agri-Food Comms Cast is back with a bang! In the first episode of season four, Catherine Linch delves into the role of different communication platforms, from the ultimate ‘long form’ book to the fast-paced world of social media. In particular, we explore how food and farming topics can present a challenging dialogue between town and country. Our first guest, journalist, broadcaster, founder of Just Farmers Media Portal and Nuffield Farming Scholar, Anna Jones, joins Catherine to introduce her brand-new book ‘Divide: The Relationship Between Town and Country’. With the current climate of p ..read more
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A career in ag: a special edition podcast
Agri Food Comms-Cast
by Pinstone
2y ago
A returning sense of normality has been highlighted with the kids heading back for a new school year. So, in keeping with the theme of new beginnings, this special episode of the Agri-Food Comms Cast explores the numerous routes to taking the leap into #AgCareers. A career in agriculture can entail much more than working on a farm, with the #FarmToFork initiative demonstrating just that. There is a vast range of careers throughout the food supply chain with numerous industries supporting the farming sector such as science, finance, policy and, of course, communications! Christine Tacon CBE, ch ..read more
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Conveying complex information with impact
Agri Food Comms-Cast
by Pinstone
2y ago
Episode seven considers the complex communication challenges that Henry Dimbleby was up against when piecing together his National Food Strategy. Catherine Linch is joined by two special guests for the final episode of season two of the Agri-Food Comms Cast to share their insight on this recently launched, comprehensive review. Communicating information that requires extensive cross-sector knowledge and context can prove problematic and often runs the risk of losing your audiences’ interest. So how did Mr Dimbleby ensure his report was a success? John Shropshire, chairman of G’s Marketing, was ..read more
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Influencing consumer habits: the opportunity for responsible marketing in the food industry
Agri Food Comms-Cast
by Pinstone
2y ago
In light of the nation’s growing obesity crisis and subsequent pressures on the health service, episode six of season two of the Agri-Food Comms Cast, explores the potential influence that the food industry could initiate by actively marketing healthier food choices. This month, Catherine Linchis joined by food campaigner and crossbench member of the House of Lords, Baroness Rosie Boycott, and marketing guru and host of the US-based Gooder podcast, Diana Fryc. Our guests discuss the challenges faced by natural 'straight from the farm' produce when competing against highly processed, cheaply pr ..read more
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#FarmingCAN: Connecting the public to the facts about farming
Agri Food Comms-Cast
by Pinstone
2y ago
Episode five of season two of the Agri Food Comms-Cast welcomes Farmers Guardian and Morrisons to delve into the new, consumer facing #FarmingCAN, a year-long marketing campaign. Creating conversations and strengthening the messages about what British farming can, and does, do for the public beyond producing food for the nation is the bold ambition. Farmers Guardian’s marketing manager, Hannah Carrick, and head of news and business, Olivia Midgley, join Catherine Linchto discuss how they are structuring the campaign and leveraging the public’s appetite for farm stories that was demonstrated by ..read more
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Championing British beef
Agri Food Comms-Cast
by Pinstone
2y ago
The pressures currently facing the red meat sector globally are undeniable, making a strong case for the advocates of British beef production to take on the communications challenge with gusto. We look at the issue as Great British Beef Week kicks off. In the latest episode of the Agri-Food Comms Cast, Catherine Linch explores how this traditional sector is challenging some public’ perceptions and setting the record straight about the merits of British beef. Jilly Greed, farmer and co-founder of Ladies in Beef, discusses this year’s Great British Beef Week (GBBW), a celebratory annual campaign ..read more
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