In this insightful episode of "Global Trends," we delve into the intriguing world of marketing within the agricultural sector. Our host, Adrian, presents an engaging dialogue examining how the exchange of information occurs in this critical industry. He shares enlightening perspectives on how marketing isn't just about product promotion and selling, but rather, it's a key mechanism for engaging stakeholders, fostering understanding, and driving behavioral changes through knowledge sharing.
We begin with our first guest, Poran Malani, an industry heavyweight renowned for his work with global brands like Coca Cola and Vodafone. Malani, now heading Sir Martin Sorrell's S4 Capital businesses in India, shares a unique outsider's perspective on agriculture. He argues that the sector's role is pivotal as global worries about food security rise amidst climate change, and calls for a collective societal response.
Next, we connect remotely with Owen Roberts, professor at the University of Illinois’s “Agricultural Leadership, Education and Communications Programme,” a seasoned journalist, and past president of the “International Federation of Agricultural Journalists.” Roberts offers an intriguing definition of 'knowledge mobilization,' a process not limited to researchers but one that includes farmers and other stakeholders in a 'knowledge mobilization circle.'
Our third guest is Riccardo de Nadai, the communications manager for XFarm, an agri-tech start-up that helps farmers to manage their farming businesses simply and digitally.
Finally, we’re joined by BKT Europe’s Digital Marketing Manager, Jennifer Rauch as she sheds some light on the inception of Global Trends, and its purpose to unite industry experts and thought-leaders for meaningful conversations around agriculture, OTR, and the industrial sectors.
The episode also explores the rising influence of social media in agricultural marketing. We debate how these platforms serve as conduits for dialogue among researchers, farmers, and other stakeholders, allowing immediate feedback and addressing market needs in real time.
For all this and more, tune into this episode of Global Trends as we uncover the intricacies of marketing in the agricultural sector - it's about more than just sowing and reaping, it's about knowledge, communication, and revolutionizing the way we think about food.
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Poran Malani -
Owen Roberts -
Riccardo De Nadai -
Jennifer Rauch
- Just as we can’t turn off farming we can't turn off the need for information and technology.
- Marketing is more than a commercial discipline, it is a business, it’s product promotion, selling, advertising and so much more.
- Marketing and communication takes place throughout the food supply chain.
In this series
HEAD OF SIR MARTIN SORRELL’S S4 CAPITAL BUSINESS, INDIA.
Poran Malani has worked in marketing for over three decades while living in Europe, USA and Asia. He worked for some of the world's most valued brands, including Coca-Cola, Vodafone, IBM and Lenovo.
On top of his full-time job, Poran also works within an agriculture committee backed by the UN, looking at scaling regenerative practices. Over the last five years, he has been looking at ways the industry and its sectors can redefine themselves in the eyes of the world. More recently, he has decided to become a small holding farmer in India.
AGRICULTURAL COMMUNICATIONS PROFESSOR, UNIVERSITY OF ILLINOIS
Owen Roberts is an agricultural communications instructor and faculty member at the University of Illinois, one of the top agricultural universities in the United States. He is past-president of the 5,000-member International Federation of Agricultural Journalists, which represents journalists in 55 countries.
Throughout his professional career he has also been -- and still is -- a very active freelance writer, focused on knowledge mobilization in the agricultural media, and on helping urban audiences understand the agricultural sector.
COMMUNICATION MANAGER, XFARM TECHNOLOGIES
Riccardo De Nadai is the Communication Manager at xFarm Technologies, a company that provides innovative tools to support farmers and stakeholders in digitizing their businesses.
Riccardo graduated at the University of Padua in science and agricultural technologies with a final dissertation on the digitisation of Italian agriculture. In addition to the marketing and agronomic sectors, he works in the field of communication, trying to convey the importance of digital technologies to enhance the efficiency and sustainability of the agri-food supply chain.
With 10 years of experience working in Digital Marketing and Communications, Jennifer Rauch is always striving for innovation and evolution in the sector. Her approach to leveraging positive change aims at embracing the infinite possibilities the digital universe offers, while maintaining a strong focus on the human factor.
Following this vision, Jennifer leads the Digital Marketing Team at BKT Europe, where she oversees all the digital marketing activities for BKT at a global level. Global Trends, the digital format by BKT Network, is an example of the forward-thinking approach the company supports.
