Completely by accident. I’ve written copy and content for clients across many different sectors, but none which touches so many aspects of our daily lives like agriculture does.

The fact that there’s a greater purpose behind it all. We’re not just ‘selling stuff’, we’re genuinely a part of communicating the message about solutions that will make agriculture more sustainable for the future-and this impacts on everyone.

I don’t think I could choose just one! Whichever campaign I’ve worked on, there’s nothing like getting in the creative zone and working out what the ‘story’ really is. Then working with our amazing creative designers to bring it to life.

I think agriculture is so interesting and the work is so varied that it’s easy to stay inspired. Add to that the fact that I work with a team of creative, supportive, energetic, and like-minded people, which makes such a huge difference.

I would talk about the importance of good copywriting in a marketing strategy and how using emotion to persuade can be extremely successful. Copywriting and creative can be treated as an afterthought sometimes, but it’s such an important part of the puzzle.

I’d be a goat-they’re curious, smart, and social animals who can adapt to lots of different environments and thrive. I like to think that links to how I can easily switch between different subject matter and tones of voice to tell a story that resonates.