Your situation
From field to plate.
Agriculture and food production sit between price pressure, regulation, climate change and public debate. At the same time, consumers want to know where their food comes from. For agricultural machinery and suppliers, expertise, service and international markets count. We make quality, origin and innovation visible, understandable and credible.
For many farms and companies in the sector, explaining prices and securing trust is becoming more important. Retailers and consumers ask for evidence on origin, animal welfare and environmental impact, and the public debate about agriculture is becoming more emotional. Manufacturers and dealers of agricultural machinery find that purchasing decisions take longer and are increasingly prepared through digital channels. In many family farms, the handover to a generation that informs itself and communicates differently is also approaching.
What we do for you
- Brand and origin communication
- Product and packaging communication
- Specialist communication for agricultural machinery, equipment and plants
- Trade fairs, field days and dealer materials
- Internationalisation, including to Ukraine and Eastern Europe
- Crisis and issues communication
Typical challenges
Specialists and the general public
The same message has to reach farmers, buyers in retail and consumers. What is self-evident to one group needs explaining to another, without oversimplifying or lecturing.
Verifiable claims
Terms such as regional, natural or sustainable raise expectations. Advertising claims on food are subject to specific rules, and every claim should be verifiable. Communication therefore needs a sound factual basis and clear wording.
Emotional debates
Topics such as livestock farming, crop protection or land use are debated intensely in public. Farms and organisations need a calm, fact-based stance and prepared answers before a discussion reaches them directly.
Long investment decisions
Machinery and plants are major investments, often linked to funding. Buyers research for a long time, compare carefully and rely on specialist dealers, demonstrations and the experience of other farms.
The psychological perspective
Food is a matter of trust.
When shopping, people decide in seconds, often on gut feeling, and yet it is about a deep need for security and origin. Those who understand these motives communicate quality in a way that is noticed and paid for.
What we pay particular attention to
Credible expertise
Farmers can tell at once whether someone understands their work. We write knowledgeably and practically.
Origin and trust
Regional origin, quality and sustainability must be verifiable. We only communicate what holds up and observe the rules for advertising claims on food.
New markets
Agricultural technology and food are sought-after exports. According to the RDNA5 assessment by the World Bank, the EU and the United Nations, the reconstruction needs of Ukrainian agriculture alone exceed USD 55 billion.
How we work with you
Getting to know practice
We visit the farm, production site or factory and talk to the people who work there, so that communication is based on real expertise.
Securing the facts
We gather evidence on origin, quality and technology and check with you which claims hold up and where a legal review is needed.
Distinguishing audiences
We develop separate messages and materials for specialists, retail and end customers that nevertheless follow a common brand line.
Following the season
We plan communication around harvest cycles, retail buying dates, trade fairs and field days, so that messages arrive when decisions are made.
Typical projects
Origin brand for a cooperative
A shared brand presence for a cooperative or producer group that makes origin and quality understandable and keeps the individual farms behind it visible.
Packaging and product copy
Design and copy for packaging, labels and sales material that stand out on the shelf, convey quality and work exclusively with verifiable claims.
Trade fair stand and field day
Concept, stand communication, demonstrations and material for trade fairs or field days, with invitations in advance and structured follow-up of the contacts made.
Market entry into Ukraine
Preparing market entry for agricultural machinery or food: market analysis, adaptation of messages and material, translation by our Ukrainian-speaking team and support with trade fairs and finding partners.
Frequently asked questions
What may we promise on packaging and in advertising?
Advertising claims on food are subject to specific rules, for example for statements on health, nutrition or origin. We word claims with restraint, work only with verifiable statements and point out wording that needs to be checked. The legal assessment of individual claims is a matter for your chamber, your trade association or your legal advisers.
How do we respond when our sector is under criticism?
With calm, facts and openness. It helps to know possible issues in advance, define positions and name contact persons. Insights into everyday farm life often create more understanding than counter-arguments. We support you with preparation, media enquiries and social media, and make sure that answers stay honest and promise nothing you cannot keep later.
How do we reach farmers today?
Through several routes: specialist media, trade fairs and field days, specialist dealers, advisory organisations and, increasingly, digital channels such as videos, newsletters and messenger groups. Practical value is what counts. Farmers want to see how something works on their own farm. Experience reports from other farms and demonstrations usually convince more than advertising promises.
Do you support market entry into Ukraine?
Yes. We communicate in Ukrainian with our own team and support market analysis, positioning, translation and adaptation of material, as well as trade fairs. The reconstruction needs of Ukrainian agriculture identified in the RDNA5 assessment relate to a period of ten years, so market entry should be planned for the long term. Questions on contracts, customs or export regulations are a matter for your legal advisers.
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