Strategy and Communication: The Voices of Conscious Leaders, Roberto Rodrigues and Rubens Barbosa
Publicado em 18/09/2025
Divulgação
Rubens Barbosa and Roberto Rodrigues
Published on 09/12/2025
Agriconscient Show – Broadcast by Radio Eldorado / Estadão – Brazil
*José Luiz Tejon
Translated / Copydesk by Teacher Francisco Barbosa Bardhal
Last week, two exceptionally competent and wise figures linked to Brazil’s Agribusiness Ecosystem presented a united, important vision.
Mr. Roberto Rodrigues, former Minister of Agriculture, emeritus professor at FGV (traditional High Business Education Institution), Brazil’s Agricultural Representative for COP-30, former President of the International Cooperative Alliance and many other achievements, stated:
“We need Strategic Planning!”
He pledged FGV’s support in crafting an “Agro 50” plan, designed to assess the Agrisector’s competitive and structural dimensions from multiple angles: before the farm gates, on the farm itself, and beyond the farm gates. This framework is essential for the strategic development of a complex sector that produces food, energy, and environmental priorities vital to life on Earth.
Strategic Planning
The other, highly capable and insightful leader, Ambassador Rubens Barbosa, who served as Brazil’s ambassador to the United States, working with two opposing administrations, Democrat (Clinton) and Republican (Bush), and who witnessed the political transition from President Fernando Henrique to Lula, in Brazil, brought a perspective remarkably similar to that of Mr. Rodrigues. He stated: “We don’t have a strategy!”
We lack a diplomatic strategy. In the context of Donald Trump’s commercial warfare, he stressed the urgent need for Brazil to have a clear international strategy, not only with the U.S., but especially in securing the signing of the agreement with the European Union. Such a deal would place Brazil at the center of the world stage, able to work both ends of the geopolitical spectrum.
Recently, at a meeting of the Superior Agribusiness Council (COSAG) at FIESP, Mr. Rubens Barbosa emphasized that we lack both Strategy and Communication, specifically visibility and outreach.
Following the same line, Mr. Roberto Rodrigues has long stressed the need for a National Strategy that necessarily includes strong, effective communication. In his latest remarks, Ambassador Rubens Barbosa, reflecting on the current moment, made a pointed comment that was met with applause:
“President Lula, call Trump! And if he doesn’t answer, call the Press, so the whole world knows you tried, and he didn’t answer you.”
So, I’d like to close this week’s Agriconscient segment with the strategic visions of these two distinguished Brazilians, men whose lives stand as evidence of their vital contributions, as both emphasize:
“A national Strategic Plan, and Competent Communication, not just for Brazilians, but for the entire world.”
A "Think Brazil" plan is essential in this moment of polarisation, conflict, hatred, grudge and international risk.
Therefore, it´s a special time to reflect deeply on our country’s path forward.
Congratulations to Mr. Roberto Rodrigues and Ambassador Rubens Barbosa!
May your leaders' voices echo far and wide, and inspire all of us.
Agriconsciente Minds Matter!
*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.
