Rádio Eldorado/Estadão - What the world thinks of farmers will shape agribusiness’s future
Publicado em 23/04/2026
Divulgação
Agribusiness future depends on how global citizens perceive farmers who produce. But how can this reality be understood?
Published on April 13, 2026
Agriconscient Show – Broadcast by Radio Eldorado Estadão-Brazil
José Luiz Tejon
Translated/Copydesk by Teacher Francisco Barbosa Bardhal
Agribusiness future depends on how global citizens perceive farmers who produce. But how can this reality be understood? I think it’s possible only through a structured research conducted across multiple countries worldwide. From a deep investigation, it becomes possible to compare global perceptions with those regarding Brazilian society itself.
Based on this analysis, we can align, in a better way, the direction of businesses rooted in food, energy, fiber, environmental stewardship, and Brazil’s tropical nature.
The term ‘commodities’ dates back to the 15th century, referring to goods or raw materials that are essentially undifferentiated, regardless of origin or producer, with prices set by global supply and demand. From now on, however, we're likely to witness a process of “decommoditization.”
The future of business, driven by Science, Technology, Land and Water Management, and Regenerative Practices, will increasingly assign value to everything derived from Nature.
Products will carry denomination of origin, geographical indication, social responsibility, environmental responsability, and health attributes, all linked to agricultural production.
Health begins at the point of origin, I mean, before industrial processing, trade, services, and branding on food packaging. In other words, we'll no longer deal simply with “commodities,” but with Terroir-Driven Brands and transparent information over who and how produced them.
Agriculture will increasingly shape the final point of consumption. These origin-based differentials already exist and are clearly set to expand, influenced by global consumer perceptions, as well as their cultures and traditions of diverse world regions.
Egyptian cotton, gor instance, remains as a global benchmark in perceived value, although Brazilian cotton offers high quality and distinctive advantages. Colombian coffee has built a strong global reputation for quality, as have New Zealand dairy products, Dutch flowers, Chilean fruits, apples from Seattle, wines and tourism from Tuscany, and ciders from Asturia.
In this context, the future of agribusiness, beyond Brazilian unique and highly relevant tropical practices, which distinguish our country from temperate and semi-temperate production systems, will require deep world's perception studies. Understanding how Brazil is seen, and what must be communicated persuasively, is essential if the country is to move beyond being viewed as just another commodity producer.
Agribusiness is evolving into branding and it requires strategic communication to shape consumer perception. This research will be presented in mid-May, and there's great anticipation to understand what the world thinks when consumer hears the name “Brazil.”
We'll return to this topic once the results of this important study are available. I'm eager to see the outcome.
*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. Columnist for Rádio Eldorado and Estadão On-line, and the 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.
