On the Road to the Agri-FIFA Championship World Cup: An Agribusiness Plan Without Targets Is Like Football Without Goals!
Publicado em 03/09/2026
TCAI
An Agribusiness Plan Without Targets Is Like Football Without Goals!
Published on August 24, 2026
Agriconscient Blog.
www.tejon.com.br
*José Luiz Tejon
Translated/Copydesk by Teacher Francisco Barbosa Bardhal
The plans put forward by the presidential candidates are similar to the obvious strategic actions Brazil's agribusiness leaders have been emphatically calling for over the years. However, so far, I haven't seen any of these plans establishing clear objectives for how to begin steering the GDP of our agribusiness complex, which currently generates approximately US$600 billion, toward new levels, such as setting a target of reaching US$1 trillion within next eight years. It's quite important to observe that these initial 4 years would already define, in specific, objective, and sustainable terms, the growth of this economic and financial powerhouse, based on the potential of Brazilian existing Tropical Agribusiness value chains.
Nor do I see plans addressing what we must and will need to create, for example, an Amazonian agri-environmental and social network with economic value, combined with the development of the concept of terroir, beyond the objective of being merely the "breadbasket of the world" but, above all, becoming a global supermarket and conquering a place on the people tables around the world.
Cooperativism and Dignity
Cooperativism, which already accounts for approximately 55% of Brazil's agricultural production, likewise requires a strategic government policy commensurate with its importance in addressing the needs of Family Farming, as well as ensuring dignity for rural settlements and Indigenous communities. Brazil's food and beverage industry, the emerging biofuels sector, the entire fruit, vegetable, and flower industry, eggs and specialty products all belong to this context.
Animal protein, fashion, cosmetics, agri-pharma, and so on: we need clear and achievable targets, product by product, across every value chain, without forgetting our oceans and their resources, including algae and other marine riches. We need to adopt the concept of an ACO (Agribusiness Chief Officer), as if we were running a multinational corporation and developing a business plan. It would be ridiculous for any CEO to take charge of an international corporation without clear sales and profit objectives and targets.
Such a target would bring reality, commitment, responsibility, and genuine accountability to the leadership of a nation. In other words a new president should bear in mind: "I receive a country with a GDP of US$ 2.6 trillion.So, how much growth will I deliver when my term of office ends?"
An agribusiness plan built around clear targets represents the most realistic step toward ensuring our next President not only follows the path toward the trillion-dollar mark for the agribusiness value-chain complex, but also creates an essential mechanism for impacting Brazil's GDP, which remains remarkably small compared with the country's geographic dimension and great potential.
We live in a global reality in which opportunities based on sustainable value are richly present in Brazil's geography, biomes, knowledge, and people. The Brand Brasil survey, conducted in 26 countries with 470,000 respondents, revealed that Brazil is admired for its nature, warm and affectionate people, tourism, and agribusiness.
And when the survey was filtered to focus exclusively on women, the level of admiration for Brazil was even higher. Building the Brand Brasil image around the world is another unique challenge, in which the Amazon must take center stage as the true "Abre-Alas", I mean the opening group of a great parade, this time celebrating Nature.
Therefore, drawing on Brazil's remarkable footballing potential, let's go for the Third Agri Championship World Cup! An agribusiness plan without targets is like a football match without goals: The team plays defensively, exchanging passes, executing magical dribbles and headers, but no scores! And, remembering the classic football phrase: "If you don't score, your rival do." Plans, yes! but with targets!
The goal is 40 years in 4, ladies and gentlemen, presidential candidates. Let's double the size of our agribusiness and double the country's pride. On the road to the “Agri FIFA” World Cup Trophy on the Agriculture fields.
*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.
