Agriculture is undergoing rapid transformation, fuelled by new technologies, innovative thinking, and the need for greater efficiency and sustainability. Recognising this evolution, Agri-TechE — the UK’s leading independent agri-tech membership organisation — has launched the Agri-TechE ambassador programme to bridge the gap between farmers and innovators, bringing real-world farming insights directly into the development of emerging technologies.
The initiative will officially launch at this year’s REAP Conference, taking place on 4 November at the KingsGate Centre in Peterborough. The conference is one of the most influential events in the UK agricultural calendar, bringing together farmers, researchers, entrepreneurs, and policymakers to explore new inventions, unconventional ideas, and the potential for commercialising agricultural innovations.
The Agri-TechE ambassador programme brings together well-known farming voices, influencers, and technical experts to spark genuine conversations between the agricultural community and the technology sector.
The first three ambassadors — Louise Penn, Todd Jex, and Luke Abblitt — have been chosen for their expertise, passion for progress, and ability to communicate both the challenges and opportunities that define modern farming.
Dr Belinda Clarke, Director of Agri-TechE, said: “The ambassador programme is a fantastic opportunity for farmers and innovators to really share their stories, offer on-the-ground opinions and showcase what Agri-TechE has to offer. At Agri-TechE, we are excited to partner with the first cohort, especially as they join us at this year’s REAP Conference.”
The ambassadors will attend REAP to engage with other leaders, explore the latest technologies, and take part in discussions that shape the future of food production and agricultural policy.
This year’s conference will also feature a keynote address from Minette Batters, farmer and member of the House of Lords, who will discuss her findings from The Farm Profitability Review just days after its release. Her talk will explore how technology and collaboration can help address the challenges facing UK farming, from shifting policies to unpredictable weather and financial pressures.
Attendees will also witness a live demonstration of the Antobot, an autonomous robot designed to revolutionise farming operations. Developed by the Warwick Agri-Tech team, the Antobot uses a modular robotic platform capable of dynamic path planning, obstacle avoidance, and adaptive navigation across diverse farm environments. Designed for scalability and commercial viability, the system reduces manual labour and improves operational efficiency, showing the kind of future-ready innovation the Agri-TechE ambassador programme aims to promote.
Meet the ambassadors
Louise Penn supports her family’s mixed farm in Northamptonshire, working across 550 acres with 2,500 breeding ewes and continuous wheat rotation. As a Ceres Rural agronomist, she focuses on regenerative agriculture, soil health, and precision farming.
“Technology is so important in agriculture. There is so much that we can do to be more efficient and ultimately more profitable. Within my job as an agronomist, I see there are so many things that we can be doing to adopt technology and make the job more precise,” she says.
Louise shares her work and insights with nearly 10,000 followers on social media under @louisepennagronomy, where she documents life in the field, industry events, and the latest tools transforming modern agriculture.
“It’s really great to be part of Agri-TechE, go to different events and be part of the network, so I know what cutting-edge technology is available and how I can adopt that on my family farm as well as across my clients,” Louise adds.
Todd Jex, a leading agronomist and National Technical Adviser for Regenerative Farming at Agrii, brings deep expertise in soil health, crop nutrition, and sustainable agriculture.
“UK farming is changing at a pace probably not seen since the introduction of tractors. The opportunity to work alongside forward-thinking researchers, scientists and tech businesses to help improve on-farm profitability and overcome some of the challenges facing the industry is most exciting,” Todd says.
Todd has been recognised with multiple national awards, including Arable Advisor of the Year (Farmers Weekly Awards 2023) and Young Agronomist of the Year (National Arable and Grassland Awards 2024). He will use his role in the Agri-TechE ambassador programme to encourage adoption of regenerative practices that deliver both economic and environmental value.
Luke Abblitt is based in the Cambridgeshire Fens and farms 400 acres of cereals, sugar beet, and potatoes. He recently invested in a robotic potato stacker to boost efficiency and sees technology as key to achieving long-term sustainability.
“I’m very excited to be an ambassador. With the pressure facing the industry, we are looking at new ways to increase our productivity and margins. Embracing new technology is one of the ways we can make ourselves more sustainable,” Luke says.
Outside of his farm, Luke works with NFU Education’s Farmers for Schools initiative and meets with MPs to discuss farming policy. His educational social media videos under @downondaintreefarm have generated tens of thousands of views, inspiring the next generation of agricultural professionals.
Agri-TechE is a not-for-profit, independent membership organisation dedicated to advancing agricultural innovation and sustainability. For over a decade, it has worked to connect farmers, researchers, and technology developers, accelerating the application of cutting-edge research into practical solutions for the field. What makes Agri-TechE unique is its independence and integrity — it operates without government funding, ensuring its priorities remain focused on the needs of its members. Its longevity and expertise have made it a trusted voice within the agri-tech sector, while its regional roots and national impact have helped it expand from the East of England to a UK-wide network with global influence.
Through initiatives like the Agri-TechE ambassador programme and events such as REAP 2025, the organisation continues to promote collaboration, strengthen the link between technology and agriculture, and inspire confidence in the future of farming.
This November, attendees of the REAP Conference will have the chance to meet the ambassadors, witness live technology demonstrations like the Antobot, and engage in discussions shaping the future of UK agriculture. With innovation, integrity, and collaboration at its core, the Agri-TechE ambassador programme marks an important step toward a more connected, sustainable, and technologically empowered farming industry.
