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Macadamia SA

The Lowvelder

Macadamia SA

ProAgri.co.za

fooddive.com

The Macadamia

The Macadamia

IN ANSWER TO AGRICULTURE’S NEED TO COMMUNICATE

Koko & Tree, agriculture sector-specific PR and communications agency (the first of its kind in Africa) launches to best serve the growing and increasingly sophisticated agriculture industry at large.

August 2020: Agriculture is evolving, and fast. This is unlikely to come as a surprise. What may, however, is how woefully under-serviced this giant (and literal lifeblood) of an industry is from a PR and communications perspective.

The need for communications professionals in this sphere is growing. Professionals that understand not only what makes a good strategy and story (also imperative) to reach customers, but for those who understand its broad web of influencers, stakeholders, owners, and legislative world. For people who have a passion for agriculture and intrinsic value for how it is changing. It is big business, even when you are family owned and run.

“Oftentimes, just mention of lifting one’s head above the parapet in the agricultural industry feels counter-intuitive. Farmers, scientists, technology specialists, and mostly everyone else involved in its complex supply chain are used to keeping their heads down. For good reason. Agriculture, from farm to fork, is generally poorly understood. The good news is that consumers, customers, investors, and governments are awake to the vital role this sector plays. They want to know more,” says Annelle Whyte, founder, Koko & Tree.

More than ever consumers want to know where their food comes from and the environmental impact this has. They are savvy, rightly so. Oftentimes there is a vacuum of knowledge around this as organisations and individuals who are not credible voices seed inaccurate information. Because of this, it is incumbent on the experts, such as farmers and agricultural businesses, to be proactive in leading this conversation.  

It goes then without saying that creating a relevant and relatable communications strategy, message crafting, and tactical plans to bring this to life is at the forefront of leading agriculture and agri-tech businesses’ minds. The top food trend this year is consumer interest in the stories behind their food products*. This notable influence on household purchasing decisions has resulted in companies progressively paying attention to storytelling in brand strategies.

“Green Farms Nut Company (GFNC) has been a global leader in macadamia processing for 30 years. It is only more recently, since engaging communications expertise, that our customers around the world know this. Through working with Koko & Tree, we have come to hold a depth of understanding of how a strategic communications approach can develop a brand and engender resonance,” comments Allen Duncan, CEO, GFNC.

Direction from a macro perspective speaks to the growing relevance of a sustainable and environmental lobby, government regulation, and healthy plant-based eating. This, together with technology-led disciplines like bio and agri tech precision farming, underpinned even more so by the COVID-19 pandemic, means farmers and their friends through the value chain can no longer keep their heads down. One needs to look no further than the level of interest from equity and investment groups to understand the significance of agriculture.

“Passion for the sector is a must, and so is an intelligent overlay to translate complex (and sometimes controversial) concepts, and the role each industry player has, in feeding a (quickly) growing global population. It is becoming localised and moving to customer advocacy. Koko & Tree understands this, and how to do it, intrinsically,” continues Whyte.

The agency, based in South Africa, has South African and international agriculture clients ranging from family-owned farming businesses to cutting-edge agri-tech companies. It appreciates that although the ethos of each organisation may be unique, they all contribute to the noteworthy ambition to bring food safety and security to people. Koko & Tree exists to engender this, build a reputation, and create accurate perception.

“We are a niche and a specialist company. The business has extensive expertise from multi-national corporates to small family-owned businesses. It has through its PR and communications talent helped establish and grow agriculture brands big and small. We understand the opportunity, whether it be convincing a farmer or customer, engaging a scientist, or assuring an investor,” concludes Whyte.

The only way out is to communicate through the uncertainty

17 April 2020:

No person is an island. No organisation or sector will be unaffected. The uncharted and ongoing COVID-19 pandemic has left us agape. To name yourself, or your business, as part of the agricultural industry is a beacon. One of gratitude and hope we can all share.

More than ever, now is the time to communicate with your employees, customers, suppliers and broader stakeholder group. No one knows the answers, and it is OK to say this.

Out loud.

During this time individuals and businesses can build longstanding trust into the future. Choose to not fall into an abyss of anxiety about what to say and how to say it, and in so doing the abyss of your customers’ minds. Choose to be present and to navigate this space with honesty and humanity. Bad (or no) communication during this time could result in more reputational damage to your business than the virus itself.

Your communications job is not to speculate. Nor is it to offer certainty in a time where there is none. It is to take your audience with you on your journey, to tell your story, with transparency. Signal empathy and understanding and invite your stakeholders to take you on their journey. This is likely to earn your business the same in return.

The pandemic has highlighted how crucial agriculture is.

Practically, this means talking through what is working and what is changing in your business and the impact this may have. If relevant, address public fears about food shortages and how this is affecting distribution channels. Own your message in the market, especially when it is bad news. You want to carve the occasion to manage perception and understanding of your brand.

Although it would be in bad taste for your business to be perceived as cashing in on the crisis, this is also a time of opportunity. We now find ourselves in the eye of the storm, and so it may not be immediately obvious, but we are all innovating and adapting. This is a good thing.

Share and showcase what your business is doing in reaction to the pandemic. This will help to build awareness and loyalty over the long term. Whether it is offering flexible working for employees, or how it is keeping staff safe if they are needed on site. Possibly your business is donating food that was destined for restaurants or wholesales, or perhaps consider telling an anecdote or idea of what to do with your product from home. Dig out granny’s homemade marmalade recipe if you must!

Make the decision to ride the wave of the collective togetherness of humanity at this time and create a narrative for your business that everyone can relate to. It might be easier to do that now than ever before. We are storytellers, and we are lucky in agriculture: creating the story for reasons to eat (healthily) is relatively easy. You’re in some part selling survival.

This is a time for flexibility. It is a chance to build connection with your customers. Brands of all sizes can step forward and think about how they can help or serve – and it doesn’t necessarily have to be monetarily – it will be remembered in time to come.