PT 
It's no exaggeration to say that agribusiness is one of our country's powerhouses. But some brands break this pattern. Do you know what they have in common? Branding.
The common wisdom that branding means design is as true as that agribusiness is bad for the planet. Branding is about the strategic management of brands, their development, monitoring and growth. Agribusiness, on the other hand, is increasingly evolving towards sustainable models of production and treatment to reduce its impacts - and it's impossible to talk about food security in the world without going through agribusiness.
It's quite common to know the history of brands that started out as family businesses, without the support of brand managers or branding strategies. Today, however, it makes no sense to want to grow without taking care of your own history and to look at a business without wanting to understand how it resonates with its audience of customers and stakeholders.
Brand management as an asset
Another important point is that today there is no talk of attracting investors to agribusiness
It is in today's agriculture and especially in the agriculture of the future that brand management is becoming even more important. That's because it's a big mistake to shy away from brand management if you want to play a leading role in the market.
The greater the competition, the greater the chance of generating differentiation. The less competition, the greater the chance of building a strong brand in the popular imagination. "Investing in branding is also a good strategy for identifying precious competitive potential and making it known," recalls the CEO of Aliare, Carlos Barbosa.
Internationally, the lack of engagement in ESG and the pressure for poor management in containing deforestation are already creating losses for Brazilian agribusiness, making it difficult to close new agreements. "We've already seen announcements about restructuring the European carbon plan, as well as the American, Chinese and Japanese plans. It's not one country or another getting ready, but a movement of the world's main economies," recalled the president of the Board of Directors of the Brazilian Agribusiness Association (ABAG), Marcello Brito, during the 20th Brazilian Agribusiness Congress in 2021, just last year.
Agribusiness has a challenge and an opportunity on its hands.
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