An ABMRA initiative, the project launch event was attended by politicians, representatives of public and private authorities
With the aim of transforming agriculture into a national passion, the Marca Agro do Brasil Project was launched this Monday (22), in an initiative by ABMRA (Brazilian Association of Rural and Agro Marketing), with the support of FAESP | SENAR-SP. With almost five years of work, the movement involves the public and private segments to position the sector and build the Agro do Brasil brand.
The campaign theme is “Discover agriculture and experience a world of opportunities. Agro do Brasil. It makes our lives better”, which before being launched was evaluated by the urban population in different quality groups and in a quantitative survey with more than 380 people from all states in Brazil, which, in a first study, proved to be neutral in relation to agriculture.
The starting point was the insights revealed by the research “Perceptions about Agro. What Brazilians think”, carried out by the Movimento Todos a Uma Voz, which approached 4,215 people. The communication was created by RV Mondel.
“We saw that 43% of the population has a favorable position towards the sector; 33% are distant and 24% indicated neutrality. What caught our attention among the unfavorables is that 51% of this group are young people aged between 15 and 29 years old, a future age group consuming products originating from agriculture and with the capacity to influence new generations, in addition to positioning themselves actively on social media”, details Ricardo Nicodemos, president of ABMRA.
“Among the communication proposals evaluated in the research, we identified that the tone must be friendly and, for the message to be understood by everyone, the language needs to be very accessible. We need to show the Brazilian population that agriculture is more than a food supplier: it makes our lives better, promoting opportunities to study, work, undertake, grow and evolve”, adds Nicodemos.
Present at the project launch event, the president of Embrapa, Silvia Massruhá, highlighted the difficulty of communication and building credibility in the sector. “Agriculture has experienced tremendous growth in the last 50 years. However, the issue of communication is still a challenge, because we often only communicate internally, with producers. It is essential that agriculture improves its communication, especially with the urban environment. We need to show society the full impact of the sector, be it environmental, social or economic”, said the executive.
