The “Agro Brand of Brazil” Project, A Communication Initiative for the Sector, Is The Largest Ever Undertaken in the Country, Aiming to Establish the Sector as a National Passion

The Research “Perceptions About Agriculture. What The Brazilian Thinks”, Developed By The Movement Todos A Uma Só Voz, Showed That About “7 Out Of 10 Brazilians Have A Positive Attitude Toward Agriculture” And That “Agriculture Is One Of The Most Admired Sectors By Brazilians”.

In addition to this information released in the public version, a study also evaluated creative paths and understood the types of messages that most attract and bring positive reactions to the charm of Brazilians. This is the main starting point for the construction of the project “Brazil’s Agriculture Brand”.

This project will also be formed by initiatives that will bring the city closer to the countryside, with the aim of making agriculture a passion beyond national borders. “In recent decades, Brazilian agriculture has developed significantly: it learned to produce more in less space, developed technologies, applied innovation in the field, and advanced in sustainability issues, but it has not evolved in its communication nor built a strong brand, leaving the sector vulnerable to the actions of those who frequently defame it,” emphasizes the president of the Brazilian Association of Rural and Agricultural Marketing (ABMRA), Ricardo Nicodemos. 

“Brazil’s Agriculture Brand” is a project focused on positioning and building images of Brazilian agriculture.  “It will encompass integrated actions and campaigns that will be implemented in a gradual manner and will bring agriculture closer to people, awakening feelings of pride and admiration among Brazilians for producers and the sector. The councils will define the audiences, the campaigns, the tactical actions, and the areas of focus,” explained the President of ABMRA. 

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At the foundation of this project, there are three pillars: consistency (content and narratives based on science), sequence (which presents information gradually for better understanding), and frequency (actions that are continuous and perennial). 

This national project, which has become so ambitious, requires a consistent structure that involves some opinion leaders, directors, and specialists from various areas of expertise – both within and even outside of agriculture. To fulfill this role, the project “Brazil’s Agriculture Brand” informed more than 10 councils. 

It includes professionals such as former Minister Roberto Rodrigues, Xico Graziano, Paulo do Carmo Martins; Industry of Agriculture: UPL, Corteva, and MSD; Producers: Carmen Perez, Sonia Bonato, and Ana Nery; Agricultural Associations: ABAG, Abisolo, and ABCZ; Associations outside Agriculture (ABRAS); Media Outlets: TV Globo, CNN, TV Record, Canal Rural, and DBO; Digital Influencers: Alessandra Decicino and Aretuza Negri. 

In summary, the President of ABMRA says it is necessary to create something that also shows how much agriculture has evolved in recent decades. “To present a thriving, modern, and innovative agriculture that drives a significant portion of the Brazilian economy and generates over 19 million jobs. It shows that the sector represents food to feed the growing population, fibers to clothe people, and renewable energy to keep the country moving.”