In a small Swiss hotel garden, with the Jungfrau mountains standing tall in the background, Michaela Sandmayr, a grain and crop farmer based in Austria, sits down to share her story with Food For Mzansi’s assistant editor, Duncan Masiwa.
Though her heart belongs to her family’s farm in Austria, Michaela Sandmayr is not just farming, she is doing something even bigger. With her agricultural communications company, Landwort, she is helping farmers do something they never thought they needed – better communicate their stories to the broader public and industry.
Landwort helps farmers share their stories and communicate better with the public. They teach farmers how to talk about their work, whether it is on social media, in interviews, or during public events.
“We tried to be clever with the name Landwort. In German the word for farmer is landwirt. So, we combined the words landwirt and wort (which is word in English). Therefore we have landwort – the word of the farmer or word of the farmer, but now that I translate it, it doesn’t sound so clever anymore,” Sandmayr says with a laugh.
Empowering farmers through communication
Sandmayr founded Landwort to empower farmers with the skills they need to communicate their stories. “Everyone talks about agriculture but basically no one talks with the farmers, and we really wanted to change that,” she explains.
Landwort gives farmers the tools they need to explain what they do, speak their truth, and be the voice of their own stories. The journey to convince farmers they need such a service was not an easy one, Sandmayr shares.
“Some farmers are really active and want to communicate more, while others are more hesitant,” she admits.
However, the impact of their work is undeniable. So far, Landwort has assisted over 2 000 farmers with workshops that focus on everything from social media storytelling and writing to interacting with journalists and public speaking.
“We encourage farmers to communicate what they stand for, what they believe in, and how they approach farming. Once we know that, then we have a starting point and can think about how we communicate,” Sandmayr says.
This approach has resonated with many farmers who, for the first time, are finding their voice in a world that often speaks about them but rarely with them.
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Balancing farming and communication
Sandmayr’s story is not just one of communication. Recently, she inherited her family farm. Her parents, both farmers, focus primarily on growing grains. They also cultivate sugar beets, barley, and wheat.
“I’ve been actively farming for half a year now. It is challenging but really rewarding. I love it so much.
“I mean, it is the best profession you can get. I think I’m going to do it for the next 40 years. So it’s good that I like it,” she shares with a smile.
Sandmayr believes that being a farmer and a communications expert gives her a unique perspective. She understands the challenges and opportunities that come with balancing traditional farming with modern communication needs.
On the one hand, she is deeply connected to the heritage of her family farm. On the other hand, she is pushing the boundaries of what it means to be a farmer in the 21st century by embracing digital communication and public relations.
Shaping the future of agriculture
Landwort’s mission extends beyond just helping farmers communicate better. They also see themselves playing an important role in shaping the future of agriculture.
Sandmayr and her team conducted a study with over 400 farmers to explore the benefits and importance of agriculture. Their findings showed how vital farming is to society and emphasised the need for farmers to take part in discussions about the future of their industry.
This is why Landwort’s seminars in Austria are designed to equip farmers with the knowledge and tools they need to confidently talk about agriculture.
However, Sandmayr’s vision for Land Wort is not confined to Austria. While she is primarily operating in her home country, she has also worked on the border of Germany and Switzerland.
“I would love to work in other parts of the world. So if anyone needs some help or would love to collaborate, just hit me up and let’s talk.”
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