From Product to Brand: How to Build Perceived Value in Agribusiness and Compete Through Differentiation — Not Price
The global market has already made it clear: having a good product is just the entry ticket. What truly generates value... is how you're perceived.
And Brazilian agribusiness still insists on competing with what is no longer a differentiator.
From product to perception: the invisible gap
Every year, we see real progress in productivity, certification, sustainability, and field efficiency. But when the product reaches international markets, it's perceived as... just another one.
Not due to lack of quality. But due to lack of branding. Lack of narrative. Missing the elements that translate value to the buyer.
You're not what you produce. You're what the market understands about you.
And this is where Brazilian agribusiness still falls short.
What truly builds perceived value in agribusiness?
Clarity of positioning: knowing exactly who you are, who you serve, and what problem you solve for your customer.
Narrative grounded in territory and truth: origin identity, production culture, the farmer’s role — all of it should become part of the value proposition.
Consistent symbolic delivery: packaging, digital presence, traceability, certifications, customer service. Everything communicates. Everything positions.
Reputation not built on improvisation: no one trusts a brand that changes face every quarter. A brand is built through consistency and coherence.
Examples that show the way
Colombia in coffee: sells identity before flavor.
Italy in olive oil and wine: sells culture before terroir.
The Netherlands: sells systemic intelligence, not field volume.
Switzerland in cheese: sells origin and artisanal excellence as a national symbol — not just the product.
And Brazil? Still sells silos.
Meanwhile, many international buyers still see our agribusiness as generic, impersonal, and reputationally fragile. Even when it’s not true.
The future of agribusiness won’t be defined by volume. It will be defined by perceived differentiation.
Those who fail to master symbolic value construction will keep competing on price. Those who understand it first — will lead.
I’m Fabricio Peres, a strategic growth advisor in agribusiness. I help companies and brands scale with differentiation, reputation, and international presence — transforming sustainable practices and production excellence into real market value.
If this topic resonates with you, follow me on LinkedIn. I'm building bridges between those who produce — and those who conquer.