A new chapter: Rural Diary is going digital

Store counters and mailboxes at the farm gate might be empty, but the valuable technical advice farmers have come to expect will remain via email, on our website, and in a brand-new podcast. Before the full digital transition in July, we look back at the origins of Rural Diary and get a preview of its future.

In 2012, PGG Wrightson’s CEO Stephen Guerin, then the General Manager of Retail and Water, saw an opportunity to introduce a new way of communicating with our customers.

“We had a successful publication in operation, Fruitfed Facts, for our horticultural clients that had been running for some years. When I took over the role of GM for Retail and Water, we saw an opportunity to expand this idea to our Rural Supplies clients,” says Stephen.

Stephen and his team wanted to shake up how we communicated to our customers.

“We saw a way to do something different. At the time we launched the publication, a merchant’s method of communication with customers was all about  products and price. However, our Technical R&D team are an important asset to PGG Wrightson. We feel there is value in sharing the knowledge and experiences of this team with our customers. We know this helps farmers grow and succeed. For us, Rural Diary was, and is, a way to let farmers know about new solutions available to them, offer guidance on the timing of products, or things to look out for based on the research and development trials we are running,” explains Stephen.

At any given time, PGG Wrightson is running some 50 scientific trials across New Zealand. PGG Wrightson wanted to expand their reach beyond the farm gate to give all farmers access to sensible, useful information based on these results and on-farm experiences. Knowledge sharing has always been a central part of
the publication, as is helping farmers maximise productivity and grow their business. This value is reflected in the very first issue published in August 2012 and remains a constant of Rural Diary.

“I believe the greatest value we provide our customers is solutions through the experiences of our Technical Team,” he says.

“Technology, and how we use it, has changed. Now, we all have information at our fingertips through our mobile phones, tablets, and computers. As a society, we expect instant answers (rightly or wrongly) and PGG Wrightson needs to adapt to that. AI is already having an impact on the sharing of knowledge. We know that not all the information we receive is of quality. So, it is imperative we are responsive to people’s needs without losing the quality of the information we provide,” Stephen explains.

“Technology gives us the flexibility to put information in our client’s hands when they need it.”

Part of this flexibility means understanding how our customers want to receive the information they need and meeting them where they are.

“Not everyone has time to sit down to read an article,” offers Stephen.

In February, PGG Wrightson launched a new monthly podcast, Blue Shed Diary.

“I am encouraged by the rise of podcasts—another way to reach our clients but with a different experience—which is good. Podcasts give a deeper dive into a topic. Presenters and interviewees can debate alternative perspectives on an issue,” he explains.

Blue Shed Diary features news and information about, and for, New Zealand’s rural communities. It tackles important issues, explores innovations, showcases best practices, investigates how policies made in the cities impact farmers and growers, and offers advice on everything from sustainability to animal health. It is a conversation about the people and the land.

The new chapter of Rural Diary is digital, we encourage you to join us. To continue to receive Rural Diary, visit store.pggwrightson.co.nz/rural-diary

To learn more about our new podcast, Blue Shed Diary, visit store.pggwrightson.co.nz/blue-shed-diary