To meet this objective, we utilised the Trust’s expertise to craft proactive media opportunities, and were also alive to reactive opportunities. This dual approach ensured we secured news pieces and interviews in The New Scientist and CNBC; an op-ed from the Trust’s Executive Director, Stefan Schmitz, in The Independent; a broadcast interview with Times Radio; a podcast appearance and subsequent news piece for Bloomberg; a feature on the Trust’s ‘Wild Relatives’ project in The Guardian, and more.

During this period, we highlighted the impact of the conflict in Ukraine on the international food system and gained opportunities in Reuters, the New Scientist and elsewhere to expand upon this. Overall, our work across 2022 led to a 50% increase in media mentions for the Crop Trust and helped establish positive relationships with key journalists, which we have since developed.