The Agri-Works Podcast

Henk Geertsema: Communicating policy and building relationships

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: Building a challenger brand from the inside out

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.

Why email marketing is still relevant - if you know how to use it

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.

Let's talk social: What works well (and what doesn't)

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.

Agricultural Podcasts: More than just storytelling?

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.