Are creators and influencers actually worth it for agricultural brands, or is it all stigma and no strategy? Olivia Skeoch and Steph Rogers break down the difference between a creator partnership that works and one that's just chasing follower counts. They cover employee-generated content, user-generated content, and how to vet a creator's audience before you partner with them.

Ag shows, speaking slots, a branded stand and merch nobody asked for: events are one of the biggest line items in an agri-marketing budget and one of the least interrogated. In this episode, Olivia and new co-host Steph Rogers get into what actually makes an event worth showing up to, how to use shows and events in your wider marketing strategy before, during and after. And the question most brands ask but probably shouldn't be the only one: what was the ROI?

From a John Deere placement to running her own agency working across manufacturers and dealers, Mary Perry has spent her career inside the machinery industry's trickiest relationship. We talk through her journey into ag marketing, and dig into the real tension between brand and dealer identity and how to balance the two!

Henk is PR and Communications Manager for the Country Land and Business Association (CLA) North region, leading on media and member communications. In this episode, we chat about how effective communication shapes policy, why relationships sit at the centre of any type of influence, and the role in-person events still play in a modern marketing strategy.

Jasmine Kent heads up marketing at CFMOTO UK and her route there involved a dairy farm in Cornwall, a journalism degree, seven years sailing yachts, before she found her home at CFMOTO. In this episode, Jasmine talks honestly about building a marketing function from scratch with a small budget and no playbook, how she turned a Chinese brand's biggest weakness into its strongest content, and why community isn't just a buzzword if you're actually willing to send 1,000 caps to strangers on the internet.

Is email marketing really dead? Or just badly used? In this episode, we unpack what effective email marketing looks like in agriculture today, why consistency matters more than ever, and how you'll struggle to be successful without clear data. We also explore how CRM systems are shaping the future of ag marketing, helping businesses send fewer, more relevant emails.

In this episode, Olivia chats with Steph Rogers, founder of The Social Farmhouse, to unpack what social media actually looks like for agriculture.

From what’s worth your time to what can safely be ignored, they discuss how to show up online in a way that’s sustainable, strategic and doesn’t require being on every platform.

With agricultural podcasts launching at pace across the industry — from independent voices to agri-business brands — audio has quickly become one of the most talked-about content channels in farming.

In this episode, we’re joined by podcaster, journalist and founder of Rural Pod Media, Ben Eagle, host of Meet the Farmers, who has also produced podcasts for organisations including the Young Farmers Club and the Forestry Commission.

Together we explore what makes a podcast truly work in the agricultural sector, whether this surge in audio storytelling is a lasting shift or simply a trend, and how businesses can use podcasts effectively without turning them into long-form adverts. From formats and audience trust to owning your niche, Ben shares practical insight for anyone considering whether podcasting has a role to play in their communications mix.

In this debut episode of The Agri-Works Podcast, we explore one of the most debated topics in agricultural marketing: influencer partnerships.

Marketing consultant Sandy Kirkpatrick questions the value and accountability behind influencer activity in ag, while creative lead and podcast host Lizzy McLaughlin argues there is a place for it when it’s done strategically and transparently.

Together, they unpack the tension between reach and authenticity. And what real influence looks like in a sector built on trust.

The Agri-Works Podcast explores what’s working, what’s not, and what’s next in agricultural communications and marketing. 

Each month, the team speak with leading voices in agri-marketing about trends, creativity, and the traditions that still shape how farming connects with its audience.