AS Communications



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Will Mumford

Will Mumford - Managing Director


Will originally founded AS Communications in 1989. As managing director, he oversees the general running of the company and steers future growth by sourcing new dealerships and product lines. Will has a wealth of knowledge of technology in agriculture, through running an arable farm in Great Staughton, Cambridgeshire, alongside his vast experience of agricultural servicing and engineering work, from two-way radios to yield-mapping support on Massey Ferguson combines. Will holds an NCA in Agriculture as well as a City & Guilds certification in Electronics and Radio, while fostering an overriding passion for precision farming and the benefits it brings to agriculture.

Joy Maddison

Joy Maddision - Office Manager


Joy is our longest serving member of staff, and remembers when the company consisted of just her and will, back in 2001. Joy is responsible for managing our office and deals with the accounts of the company. Thanks to handling the accounts of her own farm at home, Joy has broad knowledge of agriculture and farm administration. Joy has spent time working outside of agriculture before joining AS Communications. In her spare time, Joy is involved in many local activities for her village, loves spending time with her family, and is the last one to remove a spider in the office.

Ben Jeffs
Ben Jeffs - Administration & Subscriptions


Ben joined AS Communications in 2008 and is responsible for all administration and subscriptions in the company, and acts as the first point of contact in the office. Having grown up on an arable farm in Bedfordshire, Ben has experience of working within agriculture before joining the company. In his spare time, Ben is a keen cricketer and avid supporter of Cambridge United FC, and he is always the first one to make a tea round in the office.

Charlotte Connelly
Charlotte Connelly - Office Administrator


Charlotte joined the company in 2017 as office Admin. Charlotte is responsible for account administration and helping with customer queries. She has a good knowledge of customer service and stock control from working in retail before joining AS Communications, and also holds a BA (Hons) degree in Media Production from the University of Lincoln. In her spare time Charlotte enjoys eventing and is a member of Bedfordshire Young Farmers.

Melissa Cowley
Melissa Cowley - Apprentice Business Administrator


Melissa joined the company in 2017 as an Apprentice Business Administrator. Melissa is responsible for general office duties including answering the phones and assisting with accounts, as part of her training she is undertaking a Business Admin Apprenticeship. Melissa has a wide range of knowledge within agriculture having grown up and worked on her family farm in Northamptonshire. In her spare time she competes with her horses and pursues her passion for farming by helping on the family farm. Melissa is always the first one to mention Christmas straight after harvest.

Phil Day
Phil Day - Service Administrator


Phil joined the company in 2017 as Service Administrator. Phil is responsible for service administration for the engineers and is the first point of contact for booking jobs in, Phil is also responsible for stock control. Phil has a good knowledge of agriculture before joining AS Communications as he grew up on a family farm in Bedfordshire.  Away from work Phil enjoys watching rugby, playing cricket and spending time with his wife and daughter.

Rebecca Bate - Office Administration


Becky joined AS Communications in 2013 as stock co-ordinator before being promoted to the role of office administrator. Becky is responsible for handling all accounts receivable. Having grown up on a mixed family farm, Becky has good experience of working within agriculture before joining AS Communications, and also holds a BSc degree in Marine Biology from Newcastle University. Becky is the first one to say yes to a hot chocolate in the office. Becky is currently on maternity leave.

Peter Goldsmith
Pete Goldsmith - Installation Manager


Pete joined the company in 2003, and is our installation manager. His knowledge of hydraulics and metalwork makes him an invaluable member of the team, and he often carries out bespoke installations which require custom-built flow and hydraulic systems. He has worked on several farms across East Anglia, both as a driver and a fitter, before joining AS Communications. Pete enjoys spending time with his family and often found tinkering with a motor of some description in his spare time.

Andy Bell
Andy Bell - Installation Engineer


Andy joined AS Communications in 2014 as an installation engineer and carries out key installation work. As part of his training, he has completed a BTEC in Electrical and Electronic Engineering at Bedford College. Andy has worked on a number of farms in the UK and worked a harvest in Australia before joining us. In his spare time, Andy is an active member of his local YFC, enjoys shooting and is the first one to post his working day on Twitter.

Graham Hubbard
Graham Hubbard - Installation Engineer


Graham joined the company in 2012 as an installation engineer, and is a key member of the installation and support team. H ehas many years experience within agriculture, having spent most of his working career on large arable estates in and around Bedfordshire. Away from work, Graham enjoys spending time with his family and is an avid Moto GP fan. 

Gavin Merchant
Gavin Merchant - Service Engineer


Gavin joined the company in 2017 as a Service Engineer. Gavin’s main responsibility is to head the service centre and deal with any repairs and upgrades that are required, he is also available to offer product support to our installation team when it may be required. Gavin has a good understanding of agriculture having grown up on a small mixed family farm in Scotland, he has also worked a number of harvests across East Anglia before joining AS Communications. Gavin has also attended and completed Trimble Service Centre Training. Gavin in his spare time enjoys working with electrical and mechanical machines of all ages.

Richard Tattershall
Richard Tattershall - Support Engineer


Richard joined AS Communications in 2007 and covers sales and support for the South of England. He is well known and liked in the South West, and is based in Devon. He has enjoyed a diverse career in agriculture in both the UK and New Zealand.

Andrew Williams
Andrew Williams - Sales Manager


Andrew joined AS Communications in late 2014. Andrew is responsible for Trimble sales in Central England & Wales and attends any customer support calls across this region. Andrew has extensive knowledge of working within agriculture having grown up on his family livestock farm in Powys, and having worked within the agricultural machinery industry, most recently with KUHN Farm Machinery in France before joining the company. Andrew spends his spare time helping out on his family farm and is an avid rugby fan. He is the first one to speak up when England lose to Wales in the Six Nations.

Grace Pendry
Grace Pendry - Sales Representative

Grace joined the company in late 2017 as an area sales representative for the South East. Grace has a good knowledge of agriculture having grown up on an arable family farm in Kent and joins early in her career after recently graduating from Writtle Agricultural University. Grace is currently an active young farmer, and in her spare time enjoys shooting and hunting.

Nathan Shore
Nathan Shore - Sales Representative


Nathan joined the company in late 2017 as an area sales representative for the Midlands and North Wales. Nathan has approximately 19 years working within the agricultural industry including working with Kuhn, Massey Ferguson and Case international. Nathan has a keen interest in vintage Lorries and has 2 Lorries he has restored.  

Paul Thompson
Paul Thompson - Sales Representative


Paul joined in late 2017 as an area sales representative for Lincolnshire and Nottinghamshire area. He has formed many relationships in the farming community both in business and socially. His previous roles have included marketing and sales of agricultural machinery and IT support. Paul is proud to offer his service as a steward at the Lincolnshire Show each year. In his spare time he enjoys cars, riding and building motorcycles. He also operates a small metal polishing business.

Richard Larke
Richard Larke - Sales Representative East Anglia


Richard joined AS Communications in July 2016 as a sales representative in East Anglia. Richard has extensive experience of working within agriculture despite having come from a non-agricultural background, and has worked for Pecks and for Collings Brothers most recently. Richard enjoys spending time with his family and going to their holiday caravan. He keeps a marine fish.