Kia ora, I’m Fran Bailey.

I help regenerative and organic brands tell their stories well and turn complex agro-ecological ideas into stories that connect, inspire, and grow a loyal following.

With 20 years across food, farming and FMCG communications - from global brands to ethical start-ups, farmer-led D2C brands, chefs and health experts - I specialise in the space where good values meet good business.

Clients come to me when they need someone who genuinely understands systems that regenerate people, land, and communities.

I've been fortunate to work with (and learn from) some of the most influential and respected brands in the regenerative food systems space: Wildfarmed, Groundswell Festival (UK), Pipers Farm, Ossa Organic, British Pasture Leather, Nicole Masters (For the Love of Soil), Dan Saladino (BBC Food Programme & author, Eating to Extinction) to name a few.

My perspective is also unusual: I came to regenerative agriculture as a curious urban consumer living in London and I now reside on a Waikato dairy farm applying regenerative principles. I understand the sceptic, the convert, the eater and the farmer. That range of lived experience shapes how I help brands communicate across different audiences.

Based in Aotearoa NZ and connected to an international network of regenerative and organic farming educators and advocates, I work with brands in the UK, NZ and beyond who are serious about the transition to a better food system.

Being a good Te Tiriti partner is important to me, and I really enjoy learning about indigenous food systems and food stories of Aotearoa that have shaped who we are as a nation.

I founded Underground Festival - part farming conference, part food festival connecting people around soil, food and farming. And Soil Sisters - a group of wāhine/women in the Waikato who have a love of soil and are into growing food.

Fancy working together? Get in touch or check out some past work.