Why does Brazilian agribusiness have so much difficulty in communicating and showing the world that it is sustainable?
Those who live in the city and see only trees in the streets and in the parks live a reality so far away from rural life that they can hardly imagine how people who work with agriculture and livestock actually live.
From afar, people denounce the issues they consider most important, such as deforestation and animal abuse. But they often forget that the food in their very refrigerator was produced in the countryside, and the much dreamed-of picanha meat arrived at the table after a long journey.
In fact, people forget because they are not even informed. People do not receive sufficient information about agribusiness. In a nutshell, agribusiness has not been able to communicate with the same degree of excellence that it produces.
But why does agribusiness communicate so poorly?
There are a number of beliefs about agribusiness that are not sufficiently debated, or derive from information that is poorly disseminated.
People need to know that:
- Agriculture is not about land grabbing or deforestation;
- We are producing more and more in our country, in a smaller area;
- The work in the agricultural area is difficult, the regions are remote and often have no access or alternatives for help.
The humble man, who works in the countryside, may never have liked advertising in general, much less advertising of himself. But often, the media itself does not know the reality of the countryside either.
While it spreads news about the new legislation on pesticides, for example, it does not inform that the law that regulated the matter was outdated – and that today, after the development of new technologies and science itself, the advances need to be incorporated into the law.
We have an efficient agribusiness, focused on improvement and technology, but still with enormous difficulty in showing, here and abroad, the sustainability of our country.
We urgently need to raise awareness of the value of agribusiness and show how committed we are to sustainability.
