Agri-environmental women: the voices of the new world
Publicado em 20/08/2026
WAWL
GAFFFF: A Stage Dedicated to the Voice of the Agro-Environmental Woman
On October 2nd, at GAFFFF in São Paulo, there will be a stage dedicated to the voice of women in global agribusiness leadership (WAWL – World Agribusiness Women Leadership). As a result of the Brand Brasil survey conducted across 26 countries and Brazilian states, a special filter on women's perceptions, within a sample of 470,000 respondents, showed 56% female participation. The results were more positive regarding nature, people, tourism, and agriculture, while the most critical points highlighted insecurity, political leadership, and institutional issues.
Women: credible transmitters
We thus have a crucial synthesis for Brazil's global advertising strategies: women are the best transmitters to speak of Brazil to the world, and women around the world have greater positive openness and empathy toward the brand.
In other words, we have a powerful and immediate synthesis that connects transmitters to their audiences.
Women not only act as credible transmitters but also as decoders who amplify message reverberation and reputation, as they reduce the filters that hinder communication. Therefore, when we address this new, agro-conscious world, we are moving at high speed toward a "total health system" synonymous with food, energy, and fibers.
Building Global Citizenship
We are necessarily called upon to build a global citizenship, as the late Prof. Dr. Ray Goldberg so eloquently stated on the cover of his final book: "Food Citizenship".
All of this brings us to a convergence of new leadership marked by an unmistakable character of cooperation, harmony, and peace as Brazilian Prof. Dr. Honoris Causa, Mr.Roberto Rodrigues similarly repeats and emphasizes.
Women leaders will approach this dialogue with empathy, responsibility, communicative vigor, entrepreneurship, resilience, and a leadership style that brings together the different, a virtue only possible when we understand the mission and duty of love. Including progress, rather than exclusive destruction. This is the clear philosophy of cooperativism for all, ensuring no one should left behind.
Women: A legitimate orchestration of organized civil society
On my way returning from Paragominas, in Pará, I could see and feel how women leaders can bring together, from riverside communities to large international corporations, Indigenous peoples, settlements, farming families, cooperatives, large agribusinesses, NGOs, public sectors, and media, shedding light on the "bright side of life" and human evolution on Earth. A legitimate orchestration of organized civil society.
The Acoustic Shell in Paragominas's Park, which was sponsored by Hydro (a mining company with major sustainability and reforestation projects), serves as a powerful amplifier for the Amazon's voices to the world and represents the union of the agribusiness complex with what lies before, within, and beyond the farm gates.
With producer and leader Ms. Maxiely and Embrapa researcher Ms. Caroline who was born in a riverside community and now holding a double doctorate from France, and with the looks, hands, and embraces of a full auditorium carrying "their rural world," I can only close this article with this sentence: "The Amazon will be as vast as Brazil, and Brazil will be as vast as the world." These are the gathered voices of Agro-Environmental Women. Agricongratulations Wonder women!
*José Luiz Tejon is PhD in Education from Universidad de La Empresa/ Uruguay. Master’s degree in Education, Art and Cultural History from Mackenzie Presbyterian University. Journalist and advertising professional, with specialization programs completed at Harvard University, Massachusetts Institute of Technology, PACE University, and INSEAD.
Columnist for several Brazilian radio networks, television programs, newspapers, magazines, and social media platforms, as well as the author and co-author of 37 books. Academic Coordinator of the Master of Science in Food & Agribusiness Management program offered by Audencia Business School in partnership with FECAP. Managing Partner of Biomarketing and TCA International.Vice President of the Fundação Brasileira de Marketing (FBM) and Associação dos Dirigentes de Vendas e Marketing do Brasil (ADVB). Head Agro Professional at ANEFAC and received the Personalidade Agro ABAG 2023 award. Previously,served as Director of the Grupo Estadão, Agroceres, and Jacto S/A.
