“The objective is to position products competitively in the market, in addition to educating and informing consumers…”
Catarina Leão is the global marketing manager at Blink Bioscience and professor of marketing and agribusiness management at Centro Universitário Fundação de Ensino Octávio Bastos – UNIFEOB. Leão is a journalist from PUC de Campinas, with an MBA in marketing management from Centro Universitário Salesiano de São Paulo.
Marketing is the science that allows business to be conducted based on people’s perceptions, meeting the needs of consumers. Agribusiness in Brazil has historically used fewer marketing strategies due to several factors, including a tradition of more direct commercial relationships between farmers and intermediaries, in addition to the seasonal and cyclical nature of agricultural activities. This trend changed as the agribusiness sector recognized the importance of positioning itself, differentiating its products, and facing challenges such as globalization and environmental awareness.
Why Is Marketing Important for Agribusiness?
Marketing in agribusiness helps to promote agricultural products, connecting farmers with their consumers and other agents in the chain. Secondly, marketing helps to strengthen brands and differentiate products in an increasingly competitive market. Furthermore, marketing helps to consolidate positive discourses – mainly about the differences and potential that Brazil has in this sector and that the world is still unaware of. All of this plays a crucial role in building an uplifting image of agriculture.
When we consider the agricultural inputs market (“inside of the farms”), for example, agribusiness marketing focuses on strategies aimed at the farmers themselves. This includes the promotion of innovative agricultural and livestock management techniques, the dissemination of new inputs and technologies, in addition to the provision of specialized services. These strategies aim to increase efficiency, reduce costs, and improve yields in the agricultural environment. In this scenario, marketing actions play an important role by providing information about products, training, and technical support, bringing even more knowledge and contributing to sustainable development.
When we consider the other markets (“outside of the farms”), agribusiness marketing mainly aims to establish connections between farmers and the consumer market. This involves promoting products, building and strengthening brands, participating in effective distribution channels, and creating a positive image of the sector among consumers – such as encouraging consumption and uncovering myths, for example.
External marketing strategies can also highlight sustainable practices, ensuring transparency and traceability in the supply chain, and influencing conscious purchasing decisions. The objective is to position products competitively in the market, in addition to educating and informing consumers about the quality and origin of agricultural products.
“Marketing in agribusiness helps to promote agricultural products, connecting farmers with their consumers and other agents in the chain”
Marketing practices play a crucial role in agribusiness. In addition to promoting, creating connections, and adopting strategies that help with the differentiation, visibility, and competitiveness of the agribusiness sector, marketing is essential for educating the public about the origin of products, while also educating farmers.