A survey not presented during the 8th National Agribusiness Women’s Congress found that 57% of the 590,000 interviewed Europe They said they knew nothing about Brazil’s agricultural production. A study by OnStrategy, supported by Biomarketing, Serasa Experian and Abac, points to a large lack of knowledge about the importance of Brazilian agribusiness in global food production.
Jose Luis Tejon, Content Supervisor of CNMA and Managing Partner of Biomarketing, highlighted the need to improve communication in Brazilian agribusiness, despite being a giant in production and region. Tejon highlighted the importance of strategic linkages to change the international perception that Brazil is an “unsung giant” in the agricultural sector.
The study was conducted in four countries: France, Germany, the United Kingdom and the Czech Republic. Interviews included citizens, journalists and members of the supply chain Traders and restaurants. The results show high opinion on the part of distributors and journalists, especially in France.
Dejon emphasized the need to undermine Brazilian agricultural production, as the association with forestry products creates a negative perception of the products, preventing Brazilian products from effectively reaching European consumers.
The lack of a long-term communication strategy was highlighted as a challenge that exposed Brazil to criticism and unfair competition. Tejon encouraged the creation of “fans” to strengthen the reputation of Brazilian agribusiness abroad.
Although coffee is recognized as a Brazilian product in the research, Dejon highlighted the need to show the diversity of Brazilian production, including animal protein, fruit and dairy products. Research also revealed that Brazilian agribusiness is associated with the distribution of prosperity and wealth, highlighting the importance of cooperatives.
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