Interview with Ricardo Migueláñez, Director of Agrifood Communicación
What does your company do?
Agrifood is a communication agency specialised in the agri-food sector that has been working for more than 10 years designing efficient strategies and actions for the industry. Its mission is to serve as a point of union between the different links in the agri-food chain at a national level, with the aim of achieving an increasingly united, influential and sustainable agri-food sector in the future.
The Agrifood team is young, multidisciplinary and with recognised experience in the agri-food sector, carrying out different activities focused on corporate communication, content for digital environments, Social Media, Digital Marketing, event organisation, media relations, strategic communication, website development, corporate image design, editing of corporate magazines, brochures and reports. Agrifood has experience in the European LIFE RESILIENCE project and in the Innovatrigo Operational Group.
What is your role in the Life Innocereal project? What is your role?
Agrifood Comunicación’s task is to design and execute the communication plan and carry out networking work with other LIFE projects. Through these actions, the results obtained in this initiative, as well as the milestones, events or actions that will be developed throughout these four years will be made known.
The importance given by the European Commission to the dissemination of LIFE projects makes it necessary, and increasingly essential, to carry out an appropriate strategy to reach the target audience.
As a partner, what are your objectives within the project?
Agrifood Comunicación aims to carry out the dissemination and communication of this project at national and international level, especially in those European countries where the cultivation of these cereals is carried out, such as Italy, Greece or Portugal.
Similarly, the aim is to convey to all food sectors, especially the cereal sector (producers, mechanical industry, phytosanitary products, processing and marketing industry, consumer associations and the food industry) the importance of the actions carried out to reduce the carbon footprint of this type of crop.
Another of Agrifood’s objectives is to convey the importance of this project to the scientific community and to various public bodies such as research institutes, technology centres, regional ministries and the Ministry of Agriculture.
What methods/tools will you make available to Life Innocereal?
Agrifood Comunicación has developed a communication plan in which it will use different tools to inform about the progress and results of the LIFE Innocereal EU project.
Firstly, Agrifood will launch the development of the LIFE Innocereal EU website, as well as the creation of its Social Networks. In addition, through the project’s press office, it will create relations with the media to optimise the dissemination of the activities that will take place during the duration of the project.
Agrifood will also design brochures and leaflets, as well as infographics and videos to support the dissemination of the project. Another of the communication tools that will be used is the dissemination of a monthly newsletter aimed at the target audience of this project.
Agrifood will also support the entire consortium in the edition of notes and articles that will be published through the media (traditional and digital), and in turn, in the contents to be presented at the technical-divulgative conferences. It will also use traditional communication tools, such as press releases and publications in agricultural sector magazines.
Furthermore, Agrifood will be present at international events and congresses related to the cereal sector in order to make the project known worldwide. In addition to this, the organisation of technical transfer conferences for farmers and technicians in collaboration with the AETC, climate action promotion and lobbying conferences for regional and national politicians, together with the celebration of the European Congress.
Agrifood will also design the Layman Report document, which summarises the work carried out by all the partners in the LIFE Innocereal EU project.
Finally, Agrifood will be in charge of designing and managing the Final Conference.
Finally, why did you decide to join Life Innocereal?
The main reason why we joined the European Life Innocereal project is that Agrifood Comunicación considers that this initiative is part of the lines of action that Agrifood has been carrying out in terms of sustainability and good practices.
Previously, Agrifood Comunicación had collaborated in the communication and dissemination of the European LIFE Resilience project and in the Innovatrigo Operational Group, so this experience allows us to grow as an organisation, providing greater knowledge to develop our capabilities in this new project.