Services Archives: Marketing Communications

Generating buzz in the run up to a conference

REAP is Agri-TechE’s flagship conference, but after two difficult years caused by the pandemic would there be an appetite for in-person events?


Strategy – generating buzz

Agri-TechE is a pioneer in the agri-tech space; communicating to diverse audiences the huge potential for disruptive innovation in the agri-food sector.

However as understanding of agri-tech has grown, so have the number of events and conferences aimed at this sector. Including many that are free to attend.

A strategic approach was required to communicate the key differentiators of this conference: the opportunities to hear firsthand from leading thought-leaders working in science, technology and policy and to meet with them; to engage in discussions that have the potential to be game changing; the chance to see technology demonstrations and to talk to early adopters and to feel inspired by networking with people that share a passion for innovation. All strong reasons to attend a real world event.

Holdsworth Associates used connections from across the ecosystem to gain comment, opinion and stories to sustain interest in the five months leading up to the conference, engaging with potential participants and exhibitors.

Media stories were created for the different sectors and three digital newsletters generated to reach different audiences.

In the lead up for the conference we also managed social media – twitter and LinkedIn – to ensure a sustained flow of information and profile for the speakers and exhibitors.



REAP 2022 - Belinda talking to Look East


  • One of the most successful conferences in terms of attendance and feedback
  • Media coverage including BBC broadcast on the day
  • Sustained news flow for five weeks with original content created for the website
  • Managed social media flow to maximise opportunities for profile and sharing
  • Collaboration with sponsors and exhibitors to reach different communities
  • Outreach through third party networks.

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Creating an agri-tech ecosystem


To build an agri-tech ecosystem to promote innovation.


We have supported the creation and growth of membership organisation Agri-TechE (formerly Agri-Tech East) from conception to present.

This has included support for the strategic direction, developing the name and branding, website design and development and all the original content, media relations, social media set-up and development, conference support and its promotion.

Agri-TechE is bringing together farmers, technologists, scientists and funders to create a mutually supportive cluster of organisations.

It now has a vibrant membership and the agri-tech ecosystem has supported a pipeline of early stage companies from conception through to market.

Examples of work include:

Reports for the REAP conference – Changing Time(s) For Agriculture

Positioning documents – From Grass Roots to Blue Skies: a vision for agri-tech

Summary reports to support outcome of workshops – ‘Call to arms for Pea and Bean Yield Enhancement Networks”

Media relations – we have worked closely with publications to ensure a flow of stories, this includes sustained support for Farming World

Contact us to discuss how we can support your agri-tech project.

Farm of the future

The team at Holdsworth Associates, ably led by Rachel Holdsworth, delivers significantly more value than a conventional PR agency. As well as a clear understanding of communication via all media to a range of audiences, they also take great pains to appreciate the wider strategic objectives within which any communications take place.

As well as front line delivery, Holdsworth Associates also manage crucial back office activities on our behalf, including regular reports on our website performance, social media metrics, print media cuttings and broadcast presence.

Belinda Clarke

Agri-TechE Director

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