"Hand in Hand with organized civil society, we'll get by", words from Mr. Luís Rua, Secretary of Commerce and International Relations at the Brazilian Ministry of Agriculture

Publicado em 07/08/2025

Tejon with Luís Rua, Secretary of Commerce and International Relations at Brazilian Ministry of Agriculture

Published on July 30th, 2025

Translated/Copydesk by Teacher Francisco Barbosa Bardhal 

Agriconscient Show Broadcast by Radio Eldorado Estadão - Brazil 

*José Luiz Tejon

I’m at an event hosted by Cosag (the Superior Agribusiness Council) at Fiesp (the Federation of Industries of the State of São Paulo), where I attended a highly positive presentation by Mr. Luís Rua, Secretary of Commerce and International Relations at the Ministry of Agriculture (MAPA).  

We are currently in a period of tariff wars, so I asked him what actions are being taken, how they are responding and also highlighted the crucial role of Brazilian agricultural attachés, who need strong support and gently he replied:  

“Indeed, these are turbulent times, but the Brazilian government has been working on two fronts: First, through negotiation, exploring every possible avenue to reach a consensus, a mutually agreed solution with the United States. 

This mission is led by our Vice President, Mr.Alckmin, with support, naturally, from the Ministry of Foreign Affairs and the Ministry of Agriculture on issues relevant to our agricultural sector. 

Second, as requested by Minister Mr.Carlos Fávaro, we're intensifying efforts to open new markets.

Over the past two and a half years, we've opened nearly 400 new markets for Brazilian agricultural products, a historic record! This includes 397 market openings, plus approximately 200 market expansions, which are just as important as new market access. Minister Fávaro has asked me to ramp up this work, particularly by listening to our productive sectors, especially those most affected by potential tariffs starting up from August 1st on.

That’s exactly what I’ve been doing: following the minister’s directives and engaging in these discussions. 

In the coming weeks, I’ll be traveling to Japan, South Korea, and Central America to advance this effort. 

We know we may not be able to entirely avoid the impact of a potential tariff war, but we're working hard to ensure that, in the medium and long term, for these supply chains gain stronger footholds in other markets. 

This is an ongoing effort at the Brazilian Ministry of Agriculture.”  

Then, I asked Mr. Rua about our American clients, who also have an interest in resolving this issue, since certified, traceable, high-quality, and environmentally responsible products, such as Brazilian coffee and orange juice (and everything else we export to the U.S.), cannot be replaced overnight. 

I imagine supply chain directors at multinational companies must be so concerned about it. 

Are there cross-sectoral solutions being pursued? 

He responded: “I believe this is a joint effort, a time for unity and collaboration, where the private sector’s participation is crucial, both from our producers and exporters, as well as from American importers. They, can leverage their channels to engage with the U.S. government and highlight what you, Tejon, has just mentioned. 

As a marketing expert, you understand the strengths of Agribusiness products.

I often joke that Brazil is the land of ‘ ITYs’, suffixes that come to Agribusiness: Quality, Quantity, Sanity,Sustainability, Complementarity. By the way, Sustainability, which is so in vogue, is something Brazil already has. These ‘ITYs’ represent the attributes of Brazilian agricultural production, adjectives that are very difficult to replace overnight. 

Therefore, it’s crucial stakeholders in the U.S. also advocate on our behalf. 

Vice President, Mr. Alckmin, has called for a coordinated effort among all parties to persuade the U.S. government, as much as possible, to reach a favourable resolution.”  

This is a wake-up call, but it will undoubtedly benefit us in the long run. I believe we’ll accomplish many of the things we’ve been preparing and discussing.  

I also asked Mr. Luís Rua for a final message on the expectations for overcoming this situation, and he replied:  

“It’s hard to predict what will happen from now on. There’s unpredictability not only in Brazil-U.S. relations but also globally. 

However, Minister Mr.Carlos Fávaro often uses a phrase I do like: "What doesn’t kill us makes us stronger." 

Brazilian Agribusiness is strong, and I’m sure it will emerge from this situation even stronger, one way or another. 

We are pursuing consensus and negotiation, and Brazilian Agribusiness has other opportunities worldwide. We'll keep working hard, 'cause Agribusiness never stops. 

At the Ministry of Agriculture, in my role at the Secretariat of Commerce and International Relations, with the support of our agricultural attachés (40 of them stationed abroad, bravely defending our Agribusiness), alongside embassies, MDIC (Ministry of Industry, Foreign Trade and Services), MRE ( Ministriy of Foreign Affairs), and Apex (Brazilian Export and Investment Promotion Agency), we'll continue ensuring our Agribusiness remains robust.

And I have no doubt it will.”, concluded the Secretary of Commerce and International Relations at MAPA.

Congratulations, Mr. Luís Rua!

You hold the most exceptional position a Brazilian could attain as Secretary of Commerce and International Relations, serving in the only country in the world with the potential to double or even triple its capacity in energy, food, and environmental solutions.

Congratulations and plain success!  

“We will keep working, and we need the support of organized civil society to go through this path of success together, as we have over the past decades. 

I’m sure we'll be together in the decades to come.  

I know it! Overcoming! We'll get by!

Many Greetings. 

Prof.Dr.José Luiz Tejon – PhD in Education Universidad de La Empresa/Uruguay; Academic Director Brazil+Tropical Belt Nations at International Agribusiness MBA Audencia France & Fecap Brazil; Master's degree in Art Education and History of Culture - Mackenzie University; Journalist and Publicist - Harvard, MIT and PACE/USA/ Insead in France; Specialization Academic Coordinator of Master's Science Food & Agribusiness Management at Audencia in Nantes/ France, and FECAP/Brazil; Managing Partner at Biomarketing and TCA International; Professional Head at Agri Anefac; Writer, author and co-author of 37 books; Agri Personality Award 2023/ABAG -100 Most Influential People in Agribusiness; Former director of Grupo Estadão, Agroceres and Jacto S/A; 2025 Award Agriworld Group.