Amy Jackson avatar

Amy Jackson

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Amy has been involved in the farming industry for most of her life, spending school holidays lambing and milking, then going on to study agriculture at SAC and University of Aberdeen. She made the move into Public Relations 18 years ago, working with a number of agricultural businesses then mainstream clients including Cadbury, Gillette, Lafarge and Toyota before setting up her own communications consultancy, Oxtale, in 2008. Specialising in crisis and reputation management, Amy has developed communications strategies around issues as diverse as organophosphate insecticides, horsemeat contamination, international product recalls and end-of-life care. However, her first love remains farming, and after becoming involved in the Nocton Dairies project in 2011, she decided to investigate the lack of fact surrounding the debate about large scale farming more thoroughly through a Nuffield scholarship entitled ‘Can we Learn to Love the Mega Dairy?’. Since then, one of her goals has been to separate fact from fiction about intensification of agriculture as these debates continue, encourage the industry to communicate more effectively with communities and the public, and to better familiarise consumers with modern farming systems. Amy’s business, Oxtale (www.oxtale.co.uk), is a specialist communications consultancy which aims to help agricultural, environmental and industrial organisations handle issues and build better relationships with their most important stakeholders.


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