Best salespeople sell, never complain. Brazilian agribusiness will sell more to the world!
Publicado em 17/04/2025
Divulgação
Brazilian agribusiness will sell more to the world!
Published on April 4, 2025
Broadcasted by Radio Eldorado / Estadão- Brazil
* José Luiz Tejon
Brazilian agribusiness is capable and prepared for significant global sales expansion, and here are three key reasons why:
- Diverse Production Capabilities: Brazil has a vast and varied agricultural landscape, allowing the production of a wide range of commodities, from soybeans and sugar to beef and poultry. This diversity enables Brazilian Agribusinesses to cater to different international markets and consumer preferences.
- Strong Trade Relationships: With established trade agreements and relationships, Brazil is well-positioned to export its agricultural products efficiently. The country has access to emerging markets and has strengthened ties with regions such as Asia, which increases its competitiveness on the global stage.
- Innovation and Sustainability: Brazilian Agribusiness is increasingly adopting innovative practices and sustainable farming techniques. This focus enhances productivity and aligns with global demands for environmentally friendly and responsibly sourced products, making Brazilian goods more attractive to international buyers.
Why U.S. Tariffs Won’t Stop Brazilian Agribusiness?
Take the new Trump´s 10% U.S. tariff on Brazilian agricultural imports. This will easily be offset through B2B negotiations, where Brazilian products remain competitively priced considering North America’s Agribusiness supply chain.
These tariffs feel more like Political Theater than a real Economic Barrier.
Coffee: A bag of Brazilian coffee, once turned into capsules or served in U.S. coffee chains, sells for over 10 times its original value;.
Timber & Pulp: Sustainably sourced Brazilian wood is essential for U.S. construction, paper, and cellulose industries.
Fruit Juices: They become global soft drinks like Coca-Cola, for instance, feeding the entire beverage sector with high-margin inputs.
Meat & Plant-Based Proteins: Processed in the U.S. at unbeatable costs, filling gaps where American supply falls short.
Leather: Gains massive added value before returning to us as Luxury Goods under griffes as Ralph Lauren, Michael Kors and so on.
Ethanol Three times more sustainable than U.S.made ethanol (which relies on gas and coal),with superior blending quality.
And then there’s Sugar, to which U.S. tariffs exceed 100% !. Not exactly "suitable," Mr. Trump.
Beyond the U.S., A Global Opportunity
The same logic applies to Europe, Japan, and China, where Brazilian products gain value through processing. Meanwhile, Brazil is emerging as a trusted partner, neutral in conflicts and a reliable guarantor for food security.
Time for Brazil to Step Up as the “Great Salesman”
Vice President and Minister of Industry, Commerce, and Services, Mr. Geraldo Alckmin, is correct in emphasizing the need for Brazil to embrace its role as a global dealmaker. Alongside Minister Carlos Fávaro from the Ministry of Agriculture, Livestock, and Food Supply (MAPA), the Itamaraty board (Ministry of Foreign Affairs), Apex-Brasil, and business leaders, we must seize this opportunity moving forward.
As Mr. Roberto Rodrigues advocates, we must " Win hearts and minds" through trust and peace. Because what Brazil sells to the U.S. isn’t just commodities; it’s spectacular added value for America itself.
A 10% tariff? Just a starting point for negotiation. Let’s go!
Final Thought, based on the Wisdom phrase by Antônio Secundino de São José, founder of Agroceres, a great Brazilian Agribusiness Group (in memoriam 1910-1986)
“Deal honestly with people, and they will never abandon you”
Let’s sell. Let’s sow trust!
*José Luiz Tejon - PhD in Education Universidad de La Empresa/Uruguay. Master's degree in Art Education and History of Culture - Mackenzie University. Journalist and Publicist - Harvard, MIT and PACE/USA/Insead in France Specialisation Academic Coordinator of Master Science Food & Agribusiness Management at Audencia in Nantes/France and FECAP/Brazil. Managing Partner at Biomarketing and TCA International. Professional Head at Agro Anefac. Writer author and co-author of 37 books. Agro Personality Award 2023/ABAG.100 Most Influential People in Agribusiness 2025 Award Agroworld Group. Former director of Grupo Estadão, Agroceres and Jacto S/A.
