Intelligent People Who Make Things Happen!
Publicado em 28/05/2026
Entre Gerações/Canal Rural
Tejon and Jaqueline Silva, Director at Canal Rural.
ABCS Helps Move Brazil Forward!
Published on May 20, 2026
*José Luiz Tejon
Translated/Copydesk by Professor Francisco Barbosa Bardhal
“Communication is critically important because without it we cannot transform realities into perceptions and results.” The Brazilian Association of Swine Breeders (ABCS) has practically doubled per capita pork consumption in Brazil over the past 10 years. Pork, the most consumed meat in the world, has gained remarkable momentum in the Brazilian market, while Brazil itself has become a major international player in the sector.
ABCS brought this important work, developed together with supermarket chains to Rural Channel( Canal Rural-Brazil), and now seeks to engage rural youth involved in production as well as younger urban consumers.
In this context, I spoke with Ms. Jaqueline Silva, Director of Canal Rural, and asked her to highlight the importance of the “Between Generations” initiative and how other entities and agricultural sectors could follow this example in communicating more effectively with society as a whole.
She told me: “It’s extremely important! And you, Tejon, have always highlighted this cause by focusing on the end consumer while also showing the importance of product origin and traceability.
When we talk about “Between Generations”, we're bringing these discussions to the table and showcasing successful case studies. We're demonstrating what’s being done so that many young people can thrive within our sector, strengthening this connection with the final consumer.
Therefore, we’re extending an invitation to all associations and entities to help us positioning and giving greater visibility to rural producers, in other words, to show what we’re truly doing in the field”, she said.
More than simply selling products to farmers, we must positively communicate the image of rural producers themselves and present them to urban society.
Increasingly, the industrial sector will need to communicate origin and traceability more broadly I mean, where products come from, who produced them, why they were produced, and under which values and principles.
What I see at this moment with Canal Rural, through the “Between Generations” program and using the ABCS as example, is an opportunity for every agricultural sector, from A to Z - Avocado to Zebu cattle - to demonstrate the true value of those who produce.
In Brazil, we don’t merely produce commodities, we create terroir. What we achieve in Brazilian agriculture and livestock production is worthy of worldwide admiration, as confirmed by the recent Brazil Brand study, which revealed that Brazilian agribusiness significantly strengthens the image of our country abroad.
And Ms.Jaqueline concluded by saying: “We’re already doing remarkable work, but we aren’t communicating it effectively. Whoever fails to position themselves already has a position defined by others, and this is often what happens with agribusiness.
So count on Canal Rural, the largest agribusiness communication network in Brazil, which truly connects the countryside to the city.
This year we’re also launching the Rulalize-se (“Ruralize Yourself”) movement because we’re increasingly committed to showing the reality of agribusiness.
No one knows rural producers better than Canal Rural, which has stood alongside agribusiness for 30 years. These are the stories and successful case studies we’re presenting in the “Between Generations” program, brilliantly led by Professor Tejon together with our young participants.”
Thank you for the support, Canal Rural.
Thank you, Jaquelini.
*José Luiz Tejon: PhD in Education from the Universidad de La Empresa/Uruguay, Master's degree in Education, Art and History of Culture from Mackenzie University, Journalist and advertising professional with specializations from Harvard, MIT, PACE/USA, and INSEAD in France. Author and co-author of 37 books. Academic Coordinator of the Master Science Food & Agribusiness Management program at Audencia in Nantes/France and FECAP/Brazil.Managing Partner at Biomarketing and TCA International. Vice-President of the Brazilian Marketing Foundation (FBM) and ADVB - the Brazilian Marketing Foundation and Association of Sales and Marketing Executives of Brazil. Head of Agro at ANEFAC. ABAG 2023 Agro Personality Award. Former director of Grupo Estadão, Agroceres, and Jacto S/A.
