CASE STUDY (xFarm Technologies): communicating agritech innovation

Since 2018, xFarm Technologies has been providing farmers, producers and innovators in the agribusiness sector with innovative digital solutions to make data-driven decisions, increase efficiency and preserve the planet. With HQ in Switzerland, where it develops its digital solutions and sensors, it has a presence in Europe and LATAM. To date, it supports the work of more than 550,000 farms belonging to more than 100 supply chains on more than 14 million hectares. 

The tech company has achieved a major international growth path with the integration of Spain's Greenfield Technologies and France's SpaceSense in 2024, and Brazil's Checkplant in 2025. 

xFarm Technologies' offerings include xFarm, a Farm Management Information System (FMIS) platform that enables the all-round management of the farm, including agronomy, administration, finance and the entire machinery fleet. This is complemented by IoT sensors, mostly developed in-house, which enable monitoring of field conditions and providing data to decision support systems (DSS).  

For the food world, the company has developed the xFarm Analytics platform, which enables data aggregation at the whole supply chain level, viewing the agronomic situation of contributing farms, environmental impact (CO₂, Water, Acidification) and supply chain relationships, both at the overview and individual farm level. The use of this tool is coupled with a digital transformation pathway, where agronomists and engineers from xFarm Technologies support the partner on implementation, training and project management. 

xFarm Technologies also works with agricultural machinery manufacturers (OEMs) to implement digital farming projects, connect machinery to its platform, and develop customized SaaS platforms. The company has also initiated projects with agricultural equipment manufacturers to increase the efficiency of product use. 

Prominent among the many customers are Barilla, Lactalis, and Buhler in the agrifood world; CNH, John Deere, and ARGO Tractors among OEMs; Syngenta and Yara among agricultural equipment companies; and Dyson Farming.  

The collaboration between xFarm Technologies and Disclosers, which began in May 2022, was established with the goal of consolidating the company's positioning as a solid, innovative, and constantly growing entity in the agritech landscape.

xFarm Technologies felt the need to:

• Strengthen its reputation first nationally and then internationally;
• Giving visibility to strategic partnerships in the agritech and agribusiness sectors;
• Enhance participation and organization of industry events;
• Communicate financial and economic milestones achieved, such as funding rounds and major strategic deals with other industry players.

To achieve these goals and a communication plan was developed by Chiara Guerra and Angelica Malvestio that included the drafting and dissemination of targeted press releases, with constant and ongoing support from Disclosers.  

Media relations activities to achieve the objectives agreed upon with the company focused on producing targeted and strategic press releases, starting with the identification of five guidelines:

• Partnership and product releases: dedicated to collaborations with prominent players in the agritech and agribusiness sectors and the technological innovations introduced;
• Corporate Communications: aimed at acquisitions, investment rounds and new appointments: to strengthen the company's perceived soundness and strategic vision;
• Custom newsjacking texts: xFarm Technologies is presented as an innovative and practical player capable of providing answers to current challenges (climate change, water crisis, geopolitical instability). This content can generate opportunities for in-depth coverage and interviews in generalist and opinion media;
• Follow-up on projects already underway and known to the press: updates to the press by sharing the results of key multi-year collaborations (e.g., Barilla, Granarolo, Conserve Italia, Tomato Farm), demonstrating the real impact of xFarm Technologies solutions;
• Launch of new platform features: editorial dissemination of product innovations linked to industry trends and macro scenarios (e.g., data on drought, digitization of agricultural SMEs, impacts of the Green Deal) to preside over vertical media and expand visibility in tech and business publications.

1. Constant presence on Tier 1 warheads: The ability to obtain consistent, high-quality coverage in leading publications such as The 24 Hour Sun, Evening Courier e Italy Today demonstrates strong credibility and established relevance in the national business and technology landscape. This ensures that key messages reach an influential audience of decision makers, investors, and partners.

2. Effective narrative based on high-profile partnerships: òthe strategy of communicating through successful case studies implemented with industry-leading partners (such as Barilla, Granarolo, Riso Gallo, and Zurich) proved extremely effective. This tactic not only validated xFarm's technology in the field, but also positioned the company as a central and indispensable player in the digital transformation of the entire agribusiness supply chain. It also created the narrative premise for subsequent funding rounds, demonstrating to investors a business model already validated and adopted by market leaders.

3. Effective communication of financial and growth goals: spikes in media coverage, strategically generated at funding rounds, acquisitions, and international expansion, successfully communicated the robustness, ambition, and scalability of the business model. This helped to build the trust of a diverse audience consisting of investors, strategic partners, and potential talent.

This communication strategy made it possible to build an articulated and engaging narrative around xFarm Technologies, which today appears as a well-established reality, a true point of reference in innovation and research in the international agritech context. 

Here are the top Tier 1 warheads by frequency of coverage

The consolidation of the company's reputation has also strengthened existing synergies and opened up new business opportunities. 

Tier1 publications obtained in include:

Wired

Students.co.uk.

Fortune

Becoming

SkyTG 24

Ansa

The 24Ore Sun

Millionaire

Startupitalia

105 Startup - Radio 105