Join us in this exciting episode of "Global Trends," where we delve into the fascinating world of agricultural technology and marketing. Our esteemed guest for the day is Riccardo de Nadai, Communications Manager for xFarm, an innovative agri-tech start-up revolutionizing the way farmers manage their businesses.
Throughout the episode, we discuss the unique features and growth of xFarm, a farm management information system designed to simplify and digitalize various aspects of farming. Having reached a user base of 80,000, spanning over 1 million hectares within just a few years, xFarm’s success story is nothing short of inspiring.
Riccardo shares valuable insights on their marketing strategies, highlighting the significance of educational programs and prolific use of social media. With over 1,000 pieces of content produced in the past year, xFarm has emerged as a leading voice in Italian agricultural marketing.
The conversation then navigates the complexities of communicating with a traditionally older audience, emphasizing the importance of educating farmers on the benefits of technology and smart farming. Riccardo offers an inclusive picture of the typical xFarm user, showing it’s not just a matter of age, but of mindset. We explore the responsibility of tech companies in making farming communities receptive to data, transforming the agricultural landscape through feedback and testimonials. Riccardo also shares his unique perspective on the challenges of marketing digital products, offering nuggets of wisdom for new brands in agriculture.
Dive into this thought-provoking episode of Global Trends as we explore how technology and marketing can reshape the future of farming. Tune in for a fascinating exploration of digital agriculture and the path to making farming a more efficient, data-driven endeavor.
Discover the full episode here.
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Barbara Bray -
Roger Kerr -
Jeff Moyer -
Cristina Micheloni
- -xFarm has 80,000 users.
- -xFarm app has covered 1,000,000 hectares.
- -xFarm has had the biggest campaign in Italian agriculture over the last year.
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.
