Briefing Media, the publishing house behind the Farmers Guardian stable of UK farming titles, the Agrimoney online news service and the Croptec and LAMMA events, has a new identity.

It will now be known as AgriBriefing, a name change it says better reflects its focus on international agribusiness and the increasing importance of its price reporting agency alongside news, analysis, professional networks and market data provision. Recent acquisitions include the online animal feed service Feedinfo and the Comtell and FlexNews food industry news agencies.

The business was founded in 2011 with a specialist vertical business intelligence ethos, rather than a broader media approach.

Founding directors Neil Thackray and Rory Brown say the mission is “to gain a deep understanding of key verticals, providing information that is critical to business decisions and which is difficult for the market participants to gather independently; information that is exclusive, important and consequently has a higher economic value to users”.

They add that turnover has trebled over five years and profitability has doubled in two years – AgriBriefing now derives nearly 70% of its income from dependable recurring subscription or re-occurring events revenue streams. “Farmers Guardian has had its most profitable year in its 170 year history and Feedinfo, the biotechnology and animal feed pricing business, will double revenues this year as it expands into Asia and the Americas, with new analyst hires and the launch of events in Bangkok and Miami,” states Mr Brown.

“As we focus exclusively on agribusiness and extend our brands around the world, we discover many deep connections between our communities of agronomists, precision farmers, agrochemical companies, supermarkets, commodity traders and animal nutrition specialists. Each of these connections provides an information opportunity.”