In dense fog, slow down, but never stop on the highway

Publicado em 05/11/2026

In dense fog, slow down on highway

Published on October 30, 2026

Agriconscient Blogwww.tejon.com.br

*José Luiz Tejon

Translated / Copydesk by Teacher Francisco Barbosa Bardhal

This prudent advice for driving on highways applies equally to many situations in life. During election cycles, I often observe that the victors believe the world begins on election day, while the defeated believe the world will end on that very same date. Good sense reminds us that we are navigating moments that are, to some degree, always "foggy," filled with inexorable changes.

Therefore, in business management, it’s wise to maintain cash flow prudence, make adjustments, and capitalize on short-term circumstances when appropriate. However, you must never stop in the middle of the road, my metaphorically speaking, because whoever is behind you will crash into you!

Critical cycles are written in human history

When we look at history and examine the cycles and crises of the past 50 years, we see that every single one brought discomfort and sacrifice. Companies, professionals, and individuals were left along the way, yet no crisis was the first, nor will any be the last.

Over the past 50 years, we faced our share of Brazilian crises: the oil shocks, monumental inflation throughout the 1980s, and monetary instability that was only resolved by the Real Plan in 1994 following the chaos of the Collor Plan. We also weathered the global financial crisis in the first decade of the 21st century, alongside geopolitcal conflicts, pandemics, and wars.

And so we arrive in 2026. Despite all our challenges and varying administrations, Brazil has transformed into the world's leading agricultural exporter, surpassing the United States. Furthermore, we're poised to reclaim our position as the world's 8th largest economy in 2027.

We have evolved into a society that provides global food and environmental security by mastering agricultural technologies developed in a unique ecosystem: Earth’s Tropical Belt, situated between the Tropics of Cancer and Capricorn.

We also serve as a prime model for the development of cooperativism, widely regarded as humanity's most remarkable civilizational invention over the past 180 years. In short: we aren’t perfect, but no nation is. We have problems, but travel anywhere in the world and you will find problems everywhere.

Beyond the ego-system: a unified state vision

Naturally, with sensible, clear-headed leadership that unites the country's finest minds into an ecosystem rather than an ego-system, we'd have the opportunity to significantly elevate the quality of life and dignity for all our citizens, while extending those benefits far beyond our borders.

Realistically speaking, the world neither begins nor ends today! Here comes Christmas, New Year’s, Carnival, and, above all, honest, creative work that will always be what sustains us and brings genuine progress. Foggy patches and bad weather occur, but they don’t  last forever.

Therefore, never stop on the highway. When conditions are clear, accelerate innovation and fortify financial security. In doing so, we'll navigate difficult hours with far greater safety. Today, we must demand far greater accountability through the active engagement of Organized Civil Society alongside Governments.

In Agribusiness, every single link in the value chain is sacred, making a public-private roadmap, a true State Plan, an absolute necessity. We can fulfill this goal and we must start today! Rising above all polarization, let us begin to sow seeds of unity.

*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 Brazil and other  educational entities.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.