As the son of a farmer, I can easily relate to the emotions and decisions of people in the agricultural sector. When I founded my communications agency in 1994, specializing in the international agribusiness, it felt like a natural step.

From the very start of my journey in agri-communication, I was fascinated by the why. Why does an entrepreneur choose a particular brand? Why does an agribusiness position itself around a specific strength or expertise? These questions drew me deeper and deeper into the field of branding.

One of the most rewarding challenges in this work is helping companies uncover the essence of their existence — and then translate that brand essence as clearly and powerfully as possible. From that foundation, I help foster consistent brand behavior. And when everything aligns, it’s truly satisfying.

What fascinates me most about the agricultural sector? Mechanization. To this day, agricultural machinery remains one of my biggest passions. I closely follow developments in automation and robotics — areas that continue to shape the future of the industry.