On this episode of Global Trends, we dive into the world of digital marketing and communication in agriculture with our special guest, Jennifer Rauch, BKT Europe’s Digital Marketing Manager. Jennifer and her team are the brains behind BKT Network.
We take you on a behind-the-scenes journey into the creation of the Global Trends series and discuss its objectives. Jennifer provides insights into BKT's innovative marketing strategy, where the emphasis is on community involvement and education, rather than merely product promotion.
We explore the unique challenges and opportunities in marketing for agriculture, which Jennifer notes, demands a different approach compared to other sectors. Delve into a discussion on how BKT aims to get deeply involved in the daily lives of farmers, using digital platforms to create a valuable dialogue that benefits all parties involved.
Understand the nuances of the agricultural audience and how BKT has shaped its content and marketing approach to cater to this diverse demographic. We also discuss the role of BKT in promoting knowledge sharing, with Global Trends acting as an exemplar, transforming complex agricultural subjects into easily understandable content.
Jennifer further shares BKT's commitment to fostering long-lasting relationships within the agricultural sector, using its platform to voice topics that transcend business and industry confines. We explore the company’s plans for the future and get a sneak peek into how it aims to expand its engagement with the agricultural community.
Tune into this insightful episode of Global Trends as we uncover the secrets behind the successful marketing strategy of BKT Network. This episode promises to be a source of inspiration for marketers aiming to deepen their impact within the agricultural sector and beyond.
Discover the full episode here.
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Barbara Bray -
Roger Kerr -
Jeff Moyer -
Cristina Micheloni
- The importance of marketing and communication in agriculture are: knowing the community in real life, knowing the people and being passionate about their stories
- Agriculture is one of BKT’s core industries it has been the most focused industry since inception.
In this series
MBE, PHD RESEARCHER AND CONSULTANT IN NUTRITION, QUEEN’S UNIVERSITY BELFAST
Barbara is a PhD researcher in nutrition at Queen’s University Belfast, a TEDx speaker and director of her own consultancy, Alo Solutions Ltd.
She speaks at food and agriculture events, she has spoken on BBC Radio 4’s Farming Today and represented the Private Sector Mechanism in speeches at the UN Committee for Food Security in Rome.
Barbara is passionate about diet and food. Her Nuffield Farming project on ‘Vegetable Production For Specific Nutritional Need’ looked at international food policies and private initiatives to promote consumption of vegetables that benefit our health.
Roger Kerr comes from a farming background and has worked on various farms over the years. He helped establish Calon Wen, the Welsh organic dairy farmers co-operative in 2000 and became their Managing Director. Calon Wen were the first ever to secure a branded organic milk listing in a U.K. major retailer along with developing branded butter and cheese lines.
Roger is also Chairman of the U.K. Certifiers Group, the U.K. representative on the IFOAM EU Council, the Director of Finance of the Organic Trade Board and the Pasture Fed Livestock Association, and a Trustee of the Organic Research Centre.
Jeff has been working at Rodale Institute for over 45 years and became CEO in September of 2019. He was project leader for the highly acclaimed Organic No-Till project and is the author of two books on this subject: “Organic No-Till Farming – Advancing No-Till Agriculture Crops, Soil, Equipment” and “Roller/Crimper No-Till – Advancing No-Till Agriculture.” His vast experience and knowledge regarding organic farming has provided the media with a reliable source and perspective for information on current agricultural issues.
Cristina Micheloni is an agronomist with a degree in Ecological Agriculture from Wageningen University, and has been engaged in organic farming since early '90s, when she set up the first Documentation and Dissemination Centre for Organic Farming in Italy. Cristina combines advisory activity with on-farm research and regulatory development. In her Region, Friuli Venezia Giulia, she established a specialized advisory service for organic farmers. In the last years, she started several experimental activities on-farm on topics such as organic no-till, new value chains and plant-based proteins.
