The story behind the story

A bite-size take and insight into the communications surrounding the biggest news stories in the agricultural and food sectors.

Christine Watts, AHDB chief communications officer, talks about the promotional campaign that’s encouraging consumers to enjoy their frothy coffees and other virtual 'milk moments' in a bid to boost retail milk sales following the sudden closure of the food service industry that’s hit the dairy industry hard.

Following on from Christine, we hear from Caroline Mason, Co-op head of agriculture, who talks about the retailer to farmer relationship and how stakeholder investment over the course of nearly a decade has culminated in their dairy farmer group creating a heartfelt thank you video message – now that’s great PR!

The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk