The challenge was to find a name worthy of this new agri-tech company.

Previously going under the moniker Soilistics, they provide state-of-the-art technology that brings precise information on soil nutrient levels straight from the field to the farmer’s phone, saving her time, money and fertiliser. Precision farming is kinder to the environment and translates into better yields; it means the farmer intervenes only as and when necessary to restore the soil to its fertile best.

To myself and the team at the Pudding, Anu, the Celtic goddess of fertility, seemed an appropriate reference for a company whose own roots are deep in rural Irish soil. Anuland. A new land.

From there, I wrote a narrative that is simple and down-to-earth; as farmer-friendly as the technology itself.