Clear and compelling communication has never been more important in agriculture. In this episode, host Katie Rodwell talks with Claire Taylor, agricultural communicator, journalist, and Nuffield farming scholar, to discuss how storytelling can help bridge the growing disconnect between farmers, consumers, and policymakers.
They discuss ways farmers can share their stories with confidence, why understanding audiences matters, and what New Zealand can learn from international examples of agri-communication done well.
Tune in to learn how New Zealand farmers can strengthen trust, understanding and pride in the sector by sharing authentic, values-driven stories to ensure the industry’s future is not only productive, but also well-understood and respected.
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Show Notes:
Clear and compelling communication has never been more important in agriculture. In this episode, host Katie Rodwell sits down with Claire Taylor, agricultural communicator, journalist, and Nuffield farming scholar, to discuss how storytelling can help bridge the growing disconnect between farmers, consumers, and policymakers. Together they explore how farmers can share their stories with confidence, why understanding audiences matters, and what New Zealand can learn from international examples of agri-communication done well.
The Power of Connection Through Communication
Claire explains that communication isn’t just about conveying facts — it’s about connection. She believes that the future of farming depends on the sector’s ability to build understanding and trust beyond the farm gate. Farmers, she says, already have powerful stories to tell about stewardship, care for animals, and innovation; they just need to find the language and channels that resonate with their audiences.
From Journalist to Advocate: Claire’s Journey in Agri-Communication
Drawing on her background as a journalist and communicator, Claire shares how her passion for agriculture has shaped her career - from writing about farming issues to helping the sector find its collective voice. Her Nuffield scholarship took her around the world, where she studied how other countries connect their rural and urban communities through storytelling and public engagement.
What New Zealand Can Learn From Global Voices
Through her travels, Claire found that farmers overseas often face similar challenges - balancing productivity with perception. But she also discovered inspiring examples where strong communication strategies have built pride and public support for agriculture. She highlights how coordinated, authentic messaging can make a real difference in how food producers are valued and understood.
Practical Tips for Farmers to Share Their Story
Claire encourages farmers to start small - whether that’s a social media post, a farm open day, or simply talking with local school groups. She notes that the most impactful stories are those grounded in honesty and everyday experience. By focusing on shared values like care for animals, the environment, and community, farmers can help build a more informed and supportive public conversation about food and farming.
Key Takeaway
Communication is a powerful tool for shaping agriculture’s future. As Claire puts it, “If we don’t tell our own story, someone else will tell it for us.” By sharing authentic, values-driven stories, New Zealand farmers can strengthen trust, understanding, and pride in the sector - ensuring the industry’s future is not only productive, but also well-understood and respected.
