oin us as we navigate the complex realm of marketing in the agricultural sector. Our host, Ann Helena, warmly welcomes our esteemed guest, Poran Malani, to share his unique perspective on the existing branding problem within the agriculture industry.
Malani, a distinguished figure in the world of marketing, casts a spotlight on the prevailing, outdated image of farming and highlights the stark contrast with its dynamic, technology-driven reality. Farming, he argues, is a highly skilled profession requiring a broad knowledge base encompassing economics, law, mechanics, geology, and more. Yet, the perception remains stagnant.
Throughout the episode, we delve into the crux of the matter: how can such a fragmented industry convey a unified message that accurately represents its vast complexity? Malani asserts that the agriculture sector's voice has remained largely reactive and defensive, but it's time to change the narrative.
We explore the path to rebranding agriculture, starting with a 'root canal diagnostic' to understand the realities and aspirations of the modern farming community. It's time to acknowledge the changing landscape of food production, as we examine new entrants like synthetic meats, and understand how to construct a compelling, differentiated argument for agriculture.
Malani stresses the importance of tailoring messaging to cater to diverse audiences, from politicians to scientists, in our digital age where content can be personally and swiftly delivered. He suggests that this shift will not happen overnight but is a necessary and pressing movement that involves everyone, given the crucial role agriculture plays in our food security and climate change scenario.
This episode promises a captivating and inspiring conversation about the opportunity to redefine and reposition the image of agriculture. It's time to see agriculture through a fresh lens and recognize its inherent value in our lives.
Discover the full episode here.
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Barbara Bray -
Roger Kerr -
Jeff Moyer -
Cristina Micheloni
- The challenge of agriculture isn't a lack of knowledge but the lack of ability to share that knowledge effectively.
- Poran Malani is the head of Sir Martin’s Sorrells S4 capital businesses in India.
- Mr. Malani has worked with global brands like Vodafone and Coca Cola.
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.
CHIEF EXECUTIVE OFFICER FOR ORGANIC FARMERS & GROWERS CIC, U.K. CERTIFIERS GROUP
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.
CHIEF EXECUTIVE OFFICER, RODALE INSTITUTE
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.
AGRONOMIST, PRESIDENT OF AIAB (ASSOCIAZIONE ITALIANA AGRICOLTURA BIOLOGICA) FRIULI VENEZIA GIULIA
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.
