Below are a few examples of my work and ways I work with clients. If you need a communications partner who genuinely gets this space, I'd love to hear from you.

An outdoor gathering with a large beige teepee tent and multiple smaller tents set up on grassy land, with people sitting at picnic tables and walking around. There are hills and trees in the background and a bright blue sky overhead.

Underground Festival

In 2025, I founded Aotearoa’s festival of soil, food and farming. The two day event centres around regenerative and organic food systems and is a celebration of food from the land. It’s a live event produced on a farm with talk tents, exhibitors, field demos, food traders and experiences, camping and music.

In support of our arable farmers, this year we asked all our food traders to commit to only using NZ grown grains in their menus. We were proud to be a 100% NZ grown grains event. Yes, even the beer!

Working with 40+ speakers from NZ and around the world, and with a panel of politicians in show, we are shifting the national conversation around regenerative and organic food and farming. www.undergroundfestival.co.nz

A woman in a blue patterned shirt demonstrates plants and soil in a trench as a group of people observe outdoors, some sitting and some standing, with trees and cloudy sky in the background.

HELPING FARMERS LEVEL UP, STARTING WITH SOIL

Integrity Soils is led by Nicole Masters, one of the world's foremost soil educators and agro-ecologists based in Montana USA, and author of For the Love of Soil.

Her multi-day workshops attract land stewards and leaders from across Australasia seeking to regenerate their landscapes and their businesses.

Since 2023, I have worked with Nicole as her events consultant across Australia and New Zealand, managing the full event lifecycle from promotional strategy and media communications through to sponsor relationships, supplier management and on-the-ground execution.

Illustration of soil layers beneath green plants with text promoting soil awareness. Shows soil profile with roots, underground worms, and quote about soil.

Six Inches of Soil
NZ FILM TOur

When this acclaimed UK documentary came out about young farmers into soil health, I leveraged my UK networks to bring it to New Zealand to help raise the profile of regenerative farming and importance of soil, locally.

Working as the comms lead for Quorum Sense - NZ’s regenerative farming network - I organised and delivered a national tour of 28 screenings in major cities and small rural towns turning them into an opportunity to hear from local farmers about what regenerative and organic farming looks like on the ground here in Aotearoa.

Not only did we sell out many cinemas but the tour was also commercially profitable, helping raise funds for the organisation. We closed the tour with a screening in Parliament attended by members from most political parties. Putting regenerative agriculture and soil in front of the people who make policy decisions about our food and farming future.

Crowd of people at an outdoor festival with food stalls, hay bales, and tents on a grassy field surrounded by trees.

TAKING REGEN beyond farming

Groundswell is the UK's largest regenerative agriculture show, dubbed the Glastonbury of Farming. Now in its eighth year and attracting over 7,000 attendees, it is the definitive gathering for farmers (and anyone involved in food production) to explore how we can harness nature to grow food profitably.

Brought in to broaden Groundswell's reach beyond its core farming audience, I led consumer and environment PR, helping communicate regenerative agriculture to a wider audience.

I also contributed to curation of the programme in relation to food, health and social justice, and worked on refining the food experience to authentically reflect the farming practices on show.

Coverage secured included national broadsheets and TV, including the Sky News Climate Show. Most of all, I thoroughly enjoyed inviting nature, food and health journalists along and observing as they’d catch the regen bug, discover the wonders of soil and make new farmer friends. Converts!

A man in a light blue t-shirt holding a loaf of bread in a bakery kitchen with several loaves of bread on the counter in front of him, background includes a refrigerator, fan, and kitchen utensils.

Wild about changing
the system

Wildfarmed is one of the most exciting brands in the regenerative food movement. They’re the company that convinced arable farmers to go nature-based, got Britain's best bakers using their flour, and landed a regenerative bread on Waitrose supermarket shelves. I supported their early-stage media relations and comms as they built momentum when they were just a wee team of four!

When Andy Cato came to New Zealand on tour with Groove Armada (yes, he’s a farmer and a well-known musician), I seized the moment to help amplify the ‘NZ Grown Grains’ movement.

Partnering with FAR and Eat New Zealand, we organised an intimate breakfast event Breaking Bread at Gatherings Christchurch - bringing together farmers, bakers and eaters for an inspiring chat about regenerative grains and disrupting supply chains, alongside a string of national media interviews including TV One Breakfast.

Two farmers walk in a green field with trees and rolling hills in the background. Text overlay reads 'Planton Farm Farmers helping farmers grow'.

Branding & storytelling

Helping people tell their story. This is Planton Farm, based in Shropshire UK. I worked with Clare and a team of talented photographers and designers to create a brand that captured the essence of their regenerative farm and their unique accelerator programme aimed at guiding farmers along their own regenerative journey.

A person wearing a black T-shirt and a blue hat is sitting outdoors, facing a woman speaking to a group. The T-shirt has text about farming and soil. There are other people around, and the setting appears to be a natural or rural environment.

What I do for clients:

  • Brand positioning and messaging

  • Strategic PR and comms

  • Media relations, editorial strategy and thought leadership

  • Campaign development across consumer and B2B audiences

  • Communications support for farmer-facing organisations and food system change initiatives

  • Events strategy, execution and stakeholder engagement

I work best with brands and organisations that are:

  • Transitioning to or already operating under regenerative or organic standards

  • Trying to explain complex farming or food system ideas to mainstream audiences

  • Building credibility and visibility in a crowded 'sustainable food' space and need communications that actually hold up to scrutiny

  • Operating in the NZ, UK or international market and want a consultant who understands both contexts

Photo credit: Camilla Rutherford Photography