The MacVet Podcast

In this episode, Fiona chats to guest Steph Rogers - founder of The Social Farmhouse and co-founder of The Ag Edit - about the evolving role of social media in agricultural communications.

Steph shares how rural brands can move beyond treating social media as a noticeboard, why authentic storytelling matters, and how in-person community-building is helping agricultural marketers feel less isolated. 

A couple of key points covered:

• Social media is part of a wider communications strategy; agricultural brands are not only competing with each other, but with everything else online. A strong strategy should combine organic social, paid media, email marketing, press, events, and other touchpoints. 

• Authentic stories create stronger engagement than product features alone. Rather than simply listing benefits, Steph encourages brands to show the real-life impact of their products and services through customer stories, pain points, humour, and relatable moments. 

• Community matters for marketers as well as audiences. The Ag Edit was created to bring agricultural marketers together, giving people a space to share ideas, learn from outside the industry, and feel less alone in what can often be an isolated role. 

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Notes:

The Social Farmhouse https://thesocialfarmhouse.co.uk/

The Ag Edit https://www.instagram.com/theag_edit/

In this episode of The MacVet Podcast, Fiona speaks with veterinary communication expert Roeland Wessels about what makes veterinary care truly meaningful: not just clinical skill, but connection, trust and the ability to communicate well with the people behind the animals. 

Some key take home messages:

• Communication is a core clinical skill: why listening, asking better questions and understanding human behaviour are essential parts of successful veterinary practice. 

• Emotional quality builds trust: clients may not always judge technical quality, but they remember how they felt: whether they were heard, supported and able to trust the veterinary team. 

• Focus on the positive to protect wellbeing: the conversation explores the 80/20 rule, the importance of measuring the good moments, and why veterinary professionals should stay connected to the joy and purpose of their profession. 

If you enjoyed this episode, please follow or subscribe to the podcast so you never miss a conversation. You can also share the episode with a colleague who would appreciate a thoughtful, practical discussion about communication, wellbeing and connection in veterinary work. 

Links:

Books can be ordered at www.communicationinpractice.com

Website: www.roelandwessels.com

In this episode of The MacVet Podcast, Fiona welcomes back Sarah Tomlinson, Lead Veterinary Science Expert with AHDB, for a wide-ranging conversation about bovine TB, farmer support, veterinary communication and the importance of sharing science and evidence in ways that are practical, accessible and compassionate.

Sarah reflects on changes at home and at work since appeaaring in Season 1; in her role with AHDB, she currently works across ruminant health, welfare and disease, while continuing to play an influential role in conversations around bovine TB.

Takehome messages:

• Clear, evidence-based communication is essential
  Sarah explains the importance of tailoring messages for different audiences — from farmers and vets to government and industry bodies — while keeping the science simple, accurate and useful.

• Bovine TB remains complex, but progress is being made
  The conversation explores TB control across England, Wales and Scotland, the latest English TB strategy recommendations, testing options, cattle vaccination prospects and the value of giving vets and farmers more tools to manage disease risk.

• Empathy matters when delivering difficult news
  Fiona and Sarah discuss the emotional impact of infectious diseases and wider pressures facing farmers, highlighting the importance of listening first, acknowledging the situation and then offering practical support.

Listen in for a thoughtful conversation about communication, cows and coffee — and why sharing knowledge with clarity and compassion can make a real difference.

Links:

TB Hub https://tbhub.co.uk/

TB Advisory Service https://www.tbas.org.uk/

In this episode, Fiona chats with Donal Murphy, Deputy CEO and Head of International and Regulatory Affairs at the National Office of Animal Health (NOAH).

NOAH is the trade organisation representing the UK animal health industry, and in this conversation, Donal shares a detailed look at how veterinary medicines are developed, regulated, monitored, and supplied.

Donal, who spent his early career working in veterinary practice, provides details on the scale and structure of the UK and European animal health sectors, the responsibilities of regulators and manufacturers, the importance of pharmacovigilance, environmental considerations around parasiticides, and the challenges involved in maintaining reliable medicine and vaccine supply chains. 

Key take outs:

• Veterinary medicines are highly regulated: products must meet strict standards for safety, quality, and efficacy before they are authorised, with extensive data submitted to regulators such as the Veterinary Medicines Directorate (VMD). 

• Reporting suspected adverse events matters: Pharmacovigilance relies on vets, farmers, and animal owners reporting concerns, including suspected lack of efficacy, side effects, human exposure, or residue issues, so regulators can identify trends and act when needed. 

• Medicine supply chains are complex: Global manufacturing, batch testing, rising vaccine demand, Brexit, and emerging diseases all influence availability, making forward planning and ordering crucial for practices and farms. 

A must-listen for vets, farmers and animal owners if you want to know more about medicines in the UK!

If you enjoyed this episode, please share with your friends, colleagues and network. It really helps us reach a wider audience - thank you!

Notes:

If you use, prescribe, or advise on veterinary medicines, please take the time to report any suspected adverse events or suspected lack of efficacy through the appropriate reporting routes. Your reports help strengthen product safety, improve guidance, and support the responsible use of medicines across the animal health sector. 

National Office of Animal Health (NOAH) https://www.noah.co.uk/

Veterinary Medicines Directorate (VMD) https://www.gov.uk/government/organisations/veterinary-medicines-directorate

European Medicines Agency (EMA) https://www.ema.europa.eu/en/about-us/who-we-are/veterinary-medicines

We've all heard of the common saying 'practise makes perfect'. In this episode, clinical vet James Farrell explains how he likes to relate perseverance in developing skills in small animal practice to the experience of replacing a prolapsed uterus in a recently calved cow!

Now a managing clinical director at Woodcroft Vets, a companion animal practice in Greater Manchester, James shares his journey since graduation with fellow Royal Veterinary College graduate, Fiona. Having gained a solid foundation working in mixed practice, he chose to specialise in small animal surgery and recently competed Masters level training in Counselling and Psychotherapy, regularly supporting bereaved family members at a local hospice.

He reflects on how early experiences in mixed practice and PDSA work shaped his confidence, surgical ability, resilience, and practical approach to problem-solving. He also explains how counselling training deepened his self-awareness and strengthened skills such as empathy, reflective listening, and giving people time to process difficult experiences.

James also discusses the emotional demands of veterinary work, particularly around complaints, end-of-life care and supporting teams under pressure.

Highlights shared in this conversation:

• Communication is a core clinical skill — listening, curiosity, empathy and reflection can transform interactions with clients, colleagues and teams.

• Supportive leadership matters — making time for hands-on mentoring, peer discussion and psychological safety helps people learn and cope with pressure.

• Self-compassion is essential — veterinary work is emotionally demanding, so it's important to develop a strong support network, which of course can include our pets.

If this conversation resonates, you could take one practical step this week: check in with a colleague, create space for a proper team conversation, or explore communication, counselling or coaching resources that could support you and your practice.

Notes:

James can be contacted via his LinkedIn profile linkedin.com/in/james-farrell-00216876

Vetamorphosis is an organisation that provides therapy and therapeutic coaching for veterinary professionals www.vetamorphosis.co.uk

British Association for Counselling and Psychotherapy (BACP) www.bacp.co.uk

In this episode of The MacVet Podcast, Fiona speaks with Lucy Williamson, a vet who moved careers to become a registered human nutritionist. Lucy is passionate about helping others learn about the links between nutrition and our whole body health and wellbeing.

She is the author of Soil to Gut, a book full of practical guidance that teaches readers about about the vital connections between food, farming, gut health and the planet.

Lucy shares insights about soil health, regenerative farming, dairy and meat in the diet, autoimmune disease, coffee and the power of storytelling in science communication. She highlights the importance of diversity, resilience and connection — from the microbes in our gut to the farming systems that produce our food. 

Key points you'll hear in this episode include:

• Why food choices matter for personal health, farming systems and climate resilience. 

• How gut health, microbiome diversity and lifestyle can support wellbeing and immune health. 

• Why clear, positive communication helps people reconnect with food, farmers and meaningful behaviour change. 

You can find out more about Lucy’s work at www.lwnutrition.co.uk, follow her on social media, and look out for her new book, hot off the press, Soil to Gut: How to Regenerate Your Health With Food, available from 5m Books

https://5mbooks.com/product/soil-to-gut

If you enjoyed this episode, please subscribe to the show and share the episode with friends, colleagues or anyone interested in communication, cows and coffee!

In this episode of the MacVet podcast, Fiona speaks with Andrew Jones, an independent dairy and beef nutrition advisor based in the southwest of England.

During the conversation, Andrew reflects on his dairy farming experiences in the UK and Australia, where tick control could be very challenging! We learn how his passion for genetics evolved, reaching a pinnacle with the champion cow he bred, the world-famous pedigree Holstein, Page-House Shottle Noni.

Andrew is also the co-host and producer of the globally successful podcast, ChewinTheCud. Topics covered on the show range from forage production, fertiliser, feed and nutrition, emerging technologies, people management, and the perpetually difficult topic of bovine TB.

Andrew talks about how his podcast has evolved and how podcasting has helped him create meaningful conversations across the dairy industry, not only in the UK but across the world.

Listeners of this episode can expect to hear lively stories of farming in Somerset and Australia, Andrew's admission of how what was once felt like a chore turned into a passion for working with cows, we discover who his all-time favourite cow is (spoiler alert - she's a Holstein!) and discover his best piece of advice for everyone working in the dairy industry (and beyond).

Links:

ChewinTheCud Podcast: https://www.chewinthecud.com/podcast/

Independent Nutrition Services: https://www.chewinthecud.com/

In this episode of The MacVet Podcast, Fiona is joined by Teresa Wheatley, Executive Director at FitPro, for a thoughtful conversation about key skills that will help you become a great communicator, whether you're working in the fitness industry, veterinary practice, farming or agriculture.

Drawing on more than 35 years in the fitness industry, as well as her experience as an educator, presenter and end-of-life care volunteer, Teresa explores why communication is not simply about what we say, but how we listen, respond, use body language and adapt to the person in front of us. 

Teresa shares practical insights for vets, farmers and fitness professionals on building trust through presence, empathy and “brave communication”. She explains the importance of treating others how they want to be treated, mirroring energy where appropriate, setting clear boundaries and creating a welcoming environment through small but meaningful gestures. The discussion also explores how so-called “soft skills” are better understood as essential connecting skills that can be practised, refined and strengthened over time. 

Teresa also offers valuable tips for having difficult conversations and building exceptional presentation skills, especially how to handle difficult questions during presentations that will leave you feeling in control and projecting a positive, calm presence to your audience.

This episode is bursting with practical tips for improving your communication skills if you want to build stronger connections with the people around you!

If you'd like to know more about FitPro, please visit their website: https://www.fitpro.com/

Julia Wadeson recently established her consultancy business, which aims to 'build better businesses, one calf at a time'. She strives to deliver a professional service, which includes meticulous attention to her branded clothing and appearance.

In this episode, Julia explains that effective consultancy relies on mutual trust, curiosity and understanding the farm's specific challenges before offering solutions. We also discuss how she handles criticism - Julia views this as a valuable opportunity to improve the service she provides.

Julia describes herself as an open book, sharing many personal and professional challenges she's experienced during her career so far.

As ever, we explore the highlights of working with cattle and discuss favourite breed(s). It seems that there are few opportunities to enjoy a brew during her farm visits, which is a shame, as Julia enjoys nothing better than chatting more about helping solve problems over a cuppa and chocolate HobNob!

Links:

https://calftocowconsultancy.com/

Instagram and Facebook @calftocowconsultancy

In this episode of The MacVet Podcast, Fiona speaks with Dr Millie Preece, also known as “Dr Cheese”, about her journey to become an artisan cheesemaker, dairy scientist and entrepreneur.

Millie shares how hands-on experience with a local cheesemaker sparked her fascination with the science and creativity of cheese, leading to research into how cheese affects emotion, a PhD on reduced-fat cheese, and the launch of her Shropshire-based cheese business, The Dairy Door.

The conversation also explores the realities of building a local food brand, supporting young people into agricultural careers, Millie’s role with the Society of Dairy Technology, and future themes for the dairy industry including digital technologies, sustainability, high-protein diets and stronger support for farmers. 

This episode highlights the importance of communication, connection and opportunity across agriculture, dairy technology and young people’s career pathways. 

Links:

The Dairy Door: https://thedairydoor.co.uk/

National Federation of Young Farmers' Clubs: https://www.nfyfc.org.uk/

Society of Dairy Technology: https://www.sdt.org/pages/