Brazil is an Agricultural Powerhouse. But It Sells Like an Amateur.
Although Brazil leads global production rankings, we still treat agribusiness as a mere supplier of raw materials.
In a world where differentiation, narrative, and perceived value define success, that mindset is costly.
Any country can plant. Few know how to build value. And despite its agricultural wealth, Brazil continues to struggle with this strategic challenge.
Beyond Production: The Invisible Barriers Holding Back Growth
After nearly two decades working with agrifood companies of all sizes, I’ve observed a troubling pattern: the biggest growth bottlenecks aren't in the field — they’re in strategy.
I’m not talking about obvious issues like logistics, cost, or climate. I’m talking about three invisible — yet deadly — barriers that prevent many SMEs from becoming global brands.
1. No Commercial Direction
Most small and medium agribusinesses know how to produce. But they don’t know how to sell. They don’t know who they’re selling to. Or why. Let alone what makes them stand out.
The result is predictable: good initiatives get lost in a sea of sameness.
There’s a lack of clear positioning, focus on strategic niches, and long-term planning.
Example? Producers of “specialty” coffee who enter Europe with a technically good product, but without a narrative aligned to the market, no emotional connection with the consumer, and no structured commercial plan.
2. Good Product, Weak Perception
Quality alone isn’t enough. The market doesn’t buy quality. It buys perceived value.
And that perception is built — through branding, storytelling, authenticity, and consistency.
Take Brazilian coffee — among the best in the world. Yet coffees from Ethiopia or Colombia win awards, shelf space, and better prices — because they sell more than beans. They sell identity.
The same logic applies to sustainability.
Brazil already practices advanced agriculture, with traceability programs and compliance with international standards.
But abroad, its image is still associated with deforestation and environmental disregard.
If that narrative isn’t corrected through smart branding and well-communicated data, sustainability efforts become noise — not a market advantage.
3. Growth Without Structure
Even when they manage to attract interest, many agribusinesses stumble on the basics: unclear contracts, unreliable traceability, and a lack of basic governance structures.
This doesn’t just hinder operations — it damages reputation.
Investors walk away. Distributors don’t trust. Strategic partners hold back.
I’ve seen businesses with massive potential burn critical opportunities simply because they weren’t prepared to grow — or appeared improvised in a market that demands confidence and predictability.
Overcoming the Invisible Barriers: The Next Leap for Agribusiness
Brazilian agribusiness needs to stop seeing itself merely as a supplier. It must think and act like a global brand.
Those who overcome these three barriers — commercial strategy, perceived value (including sustainability), and growth-ready structure — won’t just grow. They will lead the next generation of agribusiness. One that is stronger, more sustainable, and truly competitive.
This is the lens through which I help companies bridge the gap between potential and real market value.
📩 Do you know a company facing these barriers?
Send me a message. I help agribusinesses turn production into strategic positioning and recognized market value.
I’m Fabricio Peres, a consultant in strategic planning, marketing, and new business development in agribusiness. I work with companies that want to grow with intelligence, differentiation, and reputation — especially those looking to turn sustainability into a real competitive advantage. No empty talk. Just concrete results.