The Agri-Works Podcast

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.