Because we need to talk about agribusiness today! 

The Brazilian agribusiness GDP rose throughout 2020 and accumulated a record advance of 24.31% in the year

Five years ago, agribusiness became the headline in one of the largest broadcasters in the country. The Campaign “Agro is Tech, Agro is Pop, Agro is everything” it remained in the unconscious of Brazilians and it worked so well that it was expanded – the initial idea was that it would end in 2018.

Every 15 days, a new agribusiness theme was presented to the public, showing how the sector was part of the citizen's daily life, in addition to the economic movement promoted in the country through its activities.

The strength of poultry farming 

The exaltation of poultry farming, for example, came with the words "the chicken industry moves the Brazilian economy and the farms earn R$ 50 billion per year with production in the country. It is the most common meat in Brazilian dishes and, in all, 158 countries consume chicken produced in Brazil. In 2015, the chicken industry turned over US$ 6 billion in exports”.

According to TV Globo's marketing director, who headed the initiative, agribusiness communication needed to be modernized and show all the technological facet involved in this activity. The objective was to connect the consumer with the rural producer and at the same time demystify agricultural production in the eyes of urban society.

The strength of Agro vs. the image of Agro

But, despite the sector's movements – which are not new – there is still a need for reinforcement. Yes, despite the economic strength, the agribusiness GDP Brazil, for an idea, rose strongly throughout 2020 and accumulated a record advance of 24.31% in the year, according to calculations by the Cepea (Center for Advanced Studies in Applied Economics), from Esalq/USP, carried out in partnership with the CNA (Confederation of Agriculture and Livestock of Brazil).

The image presented by the sector is not equivalent to the magnitude that it achieved a share of 26.6% in the Brazilian GDP, reaching almost R$ 2 trillion. Industry marketing experts such as José Luiz Tejon, agree that national agribusiness does not yet know how to use marketing.

“Brazil doesn't know what marketing means, that's why it doesn't use it, or uses it very badly. Our positive realities are not turned into valuable perceived assets. As a result, we lost value and became vulnerable to negative factors, fakes and uncontrollable factors”, he quotes in one of his articles, this one entitled “Law & Marketing, national agro needs”.

 

#DiaPró Movement

Thinking of contributing to this change in perception, focusing on building a brand with the population in general, in order to create empathy and trust, Yes creates the Dia Pró movement.

Throughout the company's content programming, exclusive content will inform about the benefits of animal protein in food, as well as the strength of the production chain that feeds more than 772 million people worldwide.

“This movement raises a flag in favor of animal protein, because we not only believe in, but we also know the value and importance of food production in Brazil. And, mainly, the seriousness of the work that starts in the field and ends on the plate”, signals the Marketing manager at Yes, Carolina Tanese, who adds that the objective is to reach from producers to consumers, working with credibility with the sector's data, in contrary to common fake news movements seen today.

In addition to the information service, the initiative proposes the engagement of everyone who works in defense of the sector and recognizes the efforts made by each character in this production, publishing and sharing recipes and field routines with the hashtag #DiaPró.

To learn more and be a part, visit @yes_sinergy and help more people see the importance of talking about agribusiness today!

We are passionate about science!

Founded in 2008, the YesSinergy® it combines animal welfare, food safety and sustainability to produce natural additives that replace antibiotics for animal health and nutrition. Since 2016, YES has been part of Aqua Capital, an investment fund aimed at companies in the agribusiness sector in Brazil and South America.