What fails to conquer international markets suffers domestically
Publicado em 18/09/2026
TCAI
Rice farming lacks strong and effective advertising and public relations
Published on September 09, 2026
Agriconscient Blog
*José Luiz Tejon
Translated / Copydesk by Teacher Francisco Barbosa Bardhal
Recently I attended a major Brazilian agribusiness event hosted by Expoente Agronegócios, a prominent national rice producer celebrating its 30th anniversary.
The gathering highlighted a critical gap: rice farming urgently needs strong, effective advertising and Public Relations to put this noble grain back at the center of the plate while elevating its perceived value in flavor, convenience, and health benefits.
Yet, unless we conquer export markets, the sector keeps trapped within domestic borders as its growth stunted over decades. However, during this event, we witnessed a major milestone for the sector: Paddy Rice exports, pioneered in Brazil by Expoente Agronegócios, which executed the country's first paddy rice export in 2009 and is set to ship 10 vessels along this year.
The rice market is gigantic, currently estimated at $372 billion and projected to reach $500 billion by 2031. reflecting a 3% annual growth rate that will increase global paddy rice production to 541 million metric tons.
Currently, China and India together lead global rice production, accounting for 54% of the world’s total.
The global rice export trade moves 62 million metric tons annually, as Brazil exports approximately 1 million metric tons per year. The good news this year comes from the first half of 2026, where Brazilian exports surged by 83% compared to the first half of 2025.
Creating Value and Appeal for Generations Passionate About Nature
Significant challenges lie ahead, particularly in the domestic market, where per capita consumption has declined even as per capita income rises. The Brazilian rice agrindustrial sector has much to do for sure!
Beyond scaling exports, we must build perceived, desirable value for rice and its derivatives among domestic consumers, especially a rising legion of "bioconsumers" from Generations Z, Alpha, and Beta, who are increasingly passionate about natural origins, product provenance, and environmental protection.
And what wonderful potential Brazilian ǰrice holds, grown through precise irrigation management and complying to high standards of sustainability and social responsibility.
Pioneers of brazilian rice
The first major marketing success story in Brazilian rice was the "Tio João" brand, created by Mr. Antônio Oliveira, then an executive at the centennial company Josapar Alimentos. His story is featured in my book Marketing & Agronegócio as a prime example of an agricultural commodity transformed into a brand that reshaped Brazilian consumer habits.
In turn,Expoente Agronegócios was founded in 1996 by Mr. Jair Almeida da Silva, drawing on his extensive professional experience alongside Mr. Antônio Oliveira, the pioneer of brazilian branded rice as Expoente went on to become the pioneer in Brazilian paddy rice exports.
I left the city of Pelotas, state of Rio Grande do Sul, with the joyful spirit of a "Realistic Optimist" because the more people tell me something is impossible, the more confident I become in its absolute possibility.
May Brazilian rice take its rightful place on the podium of Global Food Security.
Congratulations to Expoente Agronegócios and Josapar Alimentos, true leaders of Brazilian Agriculture.
*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.
