Navigating authentic sustainability programmes with Caroline Mason

How does a brand with nearly 150 years of history stay relevant to modern farmers while protecting its reputation? In this episode of the Pulse CommsCast, Pinstone’s Catherine Linch speaks to Robert Gilchrist, CEO of the Aberdeen-Angus Cattle Society, about the importance of heritage, trusted voices and evidence-led communication. Drawing on the Society's history, Robert explores how farmer-to-farmer influence has evolved from livestock shows in the 1800s to today's digital platforms and why recommendations from fellow farmers remain so powerful. Catherine and Robert also discuss findings from Pinstone's Pulse report, Sustainability: From Pressure to Partnership, including how language influences farmers' engagement with sustainability. Robert explains why communications need to focus on practical benefits, profitability and long-term business resilience rather than relying on broad terminology. He also shares how the Society is balancing the heritage message with one of innovation, with advancements in DNA testing, genomics and performance recording to support the breed's future. From protecting brand authenticity to understanding what consumers will want years ahead, Robert highlights why organisations need to build trust with farmers through credible evidence and real farmer experiences. This episode offers valuable insights into building trust, communicating effectively and maintaining a brand's relevance across generations. 

What makes farmers tune in and what keeps them listening? In this episode of the Pulse CommsCast, Pinstone managing director Catherine Linch speaks to Ben Eagle, founder and director of RuralPod Media, about the power of podcasting to engage farming audiences. Ben shares lessons from a decade of producing rural podcasts, including Meet the Farmers and explains why the format works well in agriculture.  Hearing from trusted farming peers sharing their experiences, Ben explained how the channel of podcasting offers more than knowledge, with connection and a valuable sense of community key to gaining audience loyalty. Drawing on findings from our Pinstone Pulse report, Catherine and Ben explore the importance of understanding different farming audiences, speaking their language and choosing trusted voices. They also discuss how to capture attention in the first 30 seconds, balance commercial objectives with genuine listener value and use performance data to strengthen future episodes. This episode offers practical insight into creating content people will trust, value and return to. 

Hosted by Pinstone MD Catherine Linch, former Farmers Guardian editor and publisher Ben Briggs shares his journey from agricultural journalism to PR and comms, exploring how social media and AI have fundamentally changed the way we communicate with farmers and rural communities. Ben and Catherine also discuss the results of a recent Pulse report, which sheds light on how farmers think and feel, and who they trust to communicate on sustainability.

Guest: Clare Hill, Regenerative transition coach and farmer runs Roots to Regeneration program, where she helps farmers transition to regenerative methods.Topics covered: Clare’s career journey, regenerative farming, storytelling for change, coaching, overcoming barriers.Key message: Storytelling is key to driving the adoption of regenerative agriculture. It helps inspire change, overcome barriers, and connect with diverse audiences to foster broader acceptance.Role of communication: Use real-life stories to engage and educate diverse audiences. Tailor messaging to specific groups (farmers, consumers, businesses). Share successes and challenges openly to build trust. Utilise multiple platforms (social media, farm visits, groups) for broader outreach. The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk 

In this episode we speak to Professor Lorna Dawson CBE, head of the Centre for Forensic Soil Science at the James Hutton Institute and discuss forensic applications of soil, food provenance, rural crime, science communication, regenerative farming, soil health, and public engagement and why storytelling is key to making science relatable. In this instance, this is to ensure the role and importance of soil gets the attention it deserves in our food systems, legal structures, and public policy.  The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk 

The Bees’ Knees Comms Cast - Alexia Robinson, Founder of Love British FoodIn this episode of The Bee’s Knees Comms Cast, we sit down with Alexia Robinson, founder of Love British Food, an initiative that has been driving grassroots change in the food and farming sectors for over two decades.  Alexia shares the story behind British Food Fortnight and how her innovative, community-driven approach to communications is making a lasting impact on attitudes towards, and adoption of British food and recognition of the value of sustainability.Key highlights:The origins of Love British Food: Alexia reflects on the challenging period after the foot and mouth outbreak and how British Food Fortnight was created to inspire consumer confidence in British produce, while providing farmers with a platform to showcase their work.Bottom-up communication: Love British Food’s campaign approach focuses on grassroots, community-driven action rather than top-down directives. Alexia explains how empowering individuals at a local level, such as farmers, chefs, and catering teams, helps create lasting behavioural change.Partnerships that matter: From engaging with food service giants like Green King and Aramark to partnering with public sector organisations like the NHS and in schools, Alexia discusses how Love British Food has expanded its reach to drive sustainable food choices on a larger scale.Changing attitudes in schools and beyond: Alexia shares the success of a food education guide created for schools, endorsed by government bodies, and how it’s helping to instil a love of British food in future generations.The role of communications in sustainability: We explore the importance of communicating sustainability goals and how Love British Food’s approach is creating meaningful, long-term connections between British food producers and consumers.The power of community networks: Alexia talks about leveraging established networks and organisations like the Women’s Institute, National Trust, and young farmer’s groups to spread the message of buying British and supporting local food.Join us as we explore how Love British Food is reshaping the food sector through the power of community-driven communication, making British food synonymous with sustainability, nutrition, and support for local farmers.Listen to the episode and get involved in British Food Fortnight every September.For more information on how to participate, visit Love British Food.Episode Timestamps:1:09 - Introduction to Love British Food and British Food Fortnight5:35 - The founding story of Love British Food and the vision behind it10:32 - The bottom-up approach: how grassroots efforts are driving real change17:01 - Engaging the public sector and NHS catering teams24:41 - Changing procurement practices and empowering change makers28:51 - The role of schools and community networks in spreading the message36:23 - The importance of multi-channel communication in sustainability39:23 - Closing thoughts and how you can get involved in British Food FortnightFollow the podcast on your favourite platform so you don’t miss an episode!  The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk 

00:03:40 – methods and importance of effective communication00:09:54 – measuring outputs vs outcomes of campaigns00:15:24 – Open Farm Sunday00:18:54 – young people programme00:21:31 – barriers to engaging young people00:24:22 – working with wider organisations and patrons00:26:13 – the role of the farming community00:27:34 – other initiatives in food, farming and environment education The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk 

0:00:05 - Introduction and welcome to Sarah Bolt0:00:54 – Discussion on sustainability in the UK dairy sector0:02:04 - Barriers and obstacles to sustainability in dairy farming0:03:50 - Opportunities for sustainability in the dairy sector0:05:16 - Research on soils and carbon storage0:10:25 - Holistic dairy management and its connection to soil health0:14:11 - How Sarah Bolt's work supports farmers in responding to supply chain demands0:16:07 - Engaging the public on sustainability in food and farming The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk 

0:04:25 - Discussion of changing mood of businesses thinking about sustainability0:10:40 - Example given of complexity in supply chains using deforestation0:17:12 - Discussion of greenwashing fears from companies investing in sustainability 0:23:16 - Discussion of what could prevent confidence in sustainability programs0:27:31 - Importance of authenticity and transparency in sustainability claims0:32:46 - Emphasis on importance of collaboration at all levels0:36:15 - Bringing discussion to importance of culture and people within workplaces0:39:41 - Final discussion on examples that have made big impacts The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk 

0:09:10 - Suez's vision and goals for sustainability leadership0:11:31 - Evolving business models towards circular economy principles0:15:51 - Changing approaches to communication and engagement0:20:05 - Addressing behaviour change in waste management 0:25:59 - The importance of data in decision making0:32:03 - Examples of successful reuse and repair initiatives0:34:17 - Impactful Doncaster contamination reduction campaign The Bees' Knees Comms-Cast is brought to you by Pinstone, a B Corp award-winning PR and marketing agency specialising in food, farming and the environment. Speak to us if you want to engage your audience authentically on your sustainability story. www.pinstone.co.uk