Proposal EpiHerd
Making EpiHerd known and trusted by Swedish dairy farmers, before your sales rep calls.
A three-month PR pilot on ContextPR's model: real-time monitoring of the sources that matter to Swedish dairy, press releases with your angle published on your site and pitched to the journalists most likely to cover them, and a press room that makes you easy to quote. Start small, scale when you see it working.
Your sales engine works. Sweden just has not read about you yet.
You close 23 percent of the meetings you book. The bottleneck is getting Swedish farmers to the meeting. No Swedish outlet has written about EpiHerd, and your ad lands on a company Swedish farmers have never heard of. ContextPR's job is to change that with earned editorial coverage in the media Swedish farmers read, never paid or sponsored, connected back to your sales flow.
A warm opening for sales. "Did you see the piece in ATL last week?" replaces a cold pitch about RNA. Every article becomes a tool for your Swedish rep.
Trust on the landing page. "Som omnämnt i ATL, Husdjur, Land Lantbruk" plus a Nordic farm quote. The Meta traffic you already pay for converts better. Same ad budget, more meetings.
Finland works because the trust layer exists: a Finnish co-owner, a Finnish veterinarian writing content, named farms, a farm feature in Maatilan Pellervo. Sweden has the sales rep and the ad. The part in between, what makes a farmer trust an unknown company enough to book a meeting, is what PR builds.
From a new data point to a published article, with your name on it
The same engine behind our results for other clients (15+ republications for a BankID data campaign, 5 for a crypto tax campaign, all editorial, see case studies). Applied to Swedish dairy:
Monitor
ContextAI watches the relevant sources in real time
Spot the angle
New statistic, price change, research or rule. We find EpiHerd's angle
Draft
Press release with data, your comment and a Nordic farm example
You approve
Nothing goes live without your OK. Quick turnaround keeps us first
Publish
Your site's press room and source page, then the ContextPR press room
Distribute
Personal outreach to matched journalists, broad distribution to local media
Be first, with your angle
Being first with a comment on new Jordbruksverket figures or a milk price change is what gets a small company quoted next to the big ones.
Reach the right journalists
Our database covers Sweden's journalists. Each release is matched to the reporters most likely to cover the topic and republish, and pitched to them personally.
Easy to quote
A press room on your site structured for journalists: spokespersons, boilerplate, images, releases, contact. Plus the ContextPR press room for broad distribution.
Sources we put under watch for Antler Bio
Statistics and authorities
- Jordbruksverket: animal counts, holdings, prices, structure
- SCB: agriculture and regional data
- SVA: animal health, disease status, antibiotics
- Växa: Kokontrollen figures, annual statistics
- SLU and forskning.se: dairy research
- SMHI: heat and weather in dairy regions
Industry, policy and market
- Arla, Skånemejerier, Norrmejerier: milk price notices
- LRF and LRF Mjölk
- Lantbruksbarometern (Ludvig & Co, Swedbank)
- Government, Riksdag and EU: agricultural policy, CAP, support schemes
- Elmia Lantbruk and industry events
Media feeds
- Husdjur, ATL, Land Lantbruk, Jordbruksaktuellt, Lantbruksnytt, Lantmannen
- VeterinärMagazinet, Food Supply, Livsmedel i fokus
- Regional press in the six main dairy counties
- Google News and press room feeds on dairy, herd health, agritech
Your own material
- Farm results you allow us to use (Tikan Maatila, Halmela, Koskimäki)
- Research partners and projects (Nottingham, Innovate UK, EU)
- Awards, new markets, new hires
- Anything your team flags as newsworthy
How coverage turns into booked meetings
| # | Lever | What happens |
|---|---|---|
| 1 | Recognition | A farmer who has read about EpiHerd in the trade press recognises the name when your Meta ad appears. Unknown becomes familiar. Familiar gets clicked. |
| 2 | Trust on the landing page | The outlets that covered you, and a Nordic farm quote, next to your form. The traffic you already pay for converts better. |
| 3 | Source pages with your form | Each campaign lives on antlerbio.com/sv-se with the data, a farm example and your HubSpot form. Journalists link to it, readers arrive with intent. |
| 4 | Material for your channels | Every article is content for your social media, newsletter and sales deck. Third-party proof beats self-praise. |
| 5 | A warm opening for sales | Your rep opens with something the farmer has seen, not with RNA. |
| 6 | Advisors and veterinarians | Växa advisors, herd health vets and feed consultants read the same titles. One convinced advisor recommends to ten farms. |
Coverage works best when it is used. We work closely with whoever runs your Meta ads and PPC so new placements go straight into the ads, the landing page and the retargeting, and we are happy to be in that loop.
What a booked meeting is worth in revenue
Small sector, few titles, high reach
Sweden has about 2 450 holdings with dairy cows (Jordbruksverket, December 2025; you count roughly 1 900 as addressable). The trade press that reaches them is small enough that a handful of placements covers most of the sector, and local papers republish what the ContextPR press room distributes. The figures below are editorial reach, the audiences that can read a placement. They are not advertising reach and we do not sell ad space.
| Title | Reach (public media data) | Why it matters |
|---|---|---|
| Tidningen Husdjur | 8 000 readers per issue, 11 issues a year, paid subscription | The trade magazine written for dairy farmers. Highest topical relevance of any Swedish title. |
| ATL | 76 000 readers per issue (Orvesto), 23 000 TS circulation, 100 000 weekly digital users, daily newsletter 15–18 000 | The business paper of Swedish agriculture. Economy, technology, investment. |
| Land Lantbruk | 132 000 readers per issue (Orvesto), included in LRF membership, member newsletter 72 000 | Sweden's largest farming paper. Farm features, regional angles. |
| Jordbruksaktuellt | 68 800 TS circulation, free every other week, 16 local editions, stated to reach all Swedish farms | Close to full letterbox coverage. Local editions suit county angles. |
| Lantmannen, Nötkött | 33 000 and 7 200 readers per issue (older figures) | Professional farmers; Nötkött overlaps with dairy farms running beef. |
| VeterinärMagazinet, Lantbruksnytt | 5 200 circulation; open web, daily web-TV and newsletter | Reaches veterinarians and the technology-minded farmers who advise others. |
| Regional and local press | Six counties hold two thirds of Sweden's dairy cows | Local angles from the ContextPR press room reach farmers where they live. |
Sources: the titles' own media kits (Orvesto, TS, KIA, GA4), read September 2026. Readers are people, not farms, so the figures cannot be converted into a share of dairy holdings. The dairies' and organisations' own channels (Arla Farmers with about 1 800 Swedish owner-farms, Växa's 5 200 members, LRF's member newsletter) are not outlets we pitch, but trade press coverage is what gets EpiHerd picked up there and by advisors.
Three months, month by month
Two campaigns a month, each with a press release, source page material and personal outreach to matched journalists. The examples are ideas; the actual angles follow the news and your input.
Get into the market and launch
- Kick-off (90 min): messaging, terminology, evidence, spokespersons, approvals
- Knowledge base on EpiHerd and Swedish dairy; monitoring switched on for the sources above
- Review of what Swedish journalists have already written on the topic, and which angles have the best chance of pickup
- Press room on antlerbio.com/sv-se structured for journalists; we supply structure and material, your team implements. ContextPR press room set up for distribution
- First two campaigns out, for example county-level dairy data from Jordbruksverket or a comment on the autumn milk price
Give Swedish farmers someone to recognise
- Nordic farm story: Tikan Maatila, Halmela or Koskimäki offered as a feature to the trade press (with your and the farm's permission)
- Expert commentary: "why cows with the same genetics perform differently", with your veterinarian or founder
- Two further campaigns from the monitoring, for example the autumn heat stress follow-up or "before you build a new barn"
- Trust module material for your landing page as soon as the first placement exists
Compound and measure
- Two further campaigns, for example the Kokontrollen yield-record comment or a calving season herd health piece
- Second pitch wave to journalists who did not pick up earlier angles
- Pilot report: placements, links, referral traffic, brand searches, form submissions from source pages, advisor introductions
- Evaluation meeting: what worked, what to scale
What we guarantee, what we measure, what we do not promise
One fixed monthly fee for the PR service. Strategy and onboarding on us.
- 6 campaigns with press release + source page material
- Real-time monitoring of the sources above
- Direct outreach to all relevant journalists in Sweden
- ContextPR press room distribution
- All research and data collection
- Your approval before anything goes live
- Monthly report + 60-minute call
- 6 editorial placements guaranteed
- Press room structure and material for your site (spokespersons, boilerplate, images, releases, contact); your team implements
- Strategy input on the new site and the Swedish landing page: what farmers need to see, where the trust module and form go
- Strategy advice on tracking and retargeting: what to measure, which audiences to build from PR traffic
- Swedish messaging and terminology: problem first, science as proof, one term for the technology
- Sounding board for your Meta and PPC partner so new coverage goes straight into the ads
Why three months
The first weeks are about getting properly into your market: reading what Swedish journalists have already written on herd health, dairy economics and new technology, going through the research material, and working out internally which angles have the best chance of landing with editors. That groundwork is what makes campaigns three to six hit better than campaign one. Judge us after three months and you are judging results, not setup.
Start small, scale when it works. After three months we evaluate together. If it works, the programme continues month to month at the same rate, or scales up with more campaigns and channels. If it does not, you keep the press room, the pages, the coverage and the journalist contacts.
Starting is simple
You confirm by email and we send a short agreement and the first invoice. Week one is a 90-minute kick-off where we need one person who approves releases, the farm cases we may use, your spokespersons, and a contact in your web team for the press room. By week four the monitoring is live, the press room is structured and the first campaigns are out.
Matyas Dios
ContextPR · Swedish, Finnish and Norwegian markets
+46 73 222 22 22 · matyas@nordicrank.com · contextpr.se
About ContextPR
ContextPR delivers PR campaigns that generate editorial placements, never paid or sponsored. Our system ContextAI monitors thousands of sources in real time, so we act the moment the right news appears. Three ways of working: reactive PR on news and trends, expert commentary that positions you as the voice on your topic, and data campaigns built on public statistics and our own calculations. Fixed monthly fee, no lock-in, and a publication guarantee. See what that has produced for other clients under case studies.