Marketing for Agro: Leveraging Communication in Agribusiness

Today, we kick off the Special Agribusiness Series at De Olho No Mercado. Over the next three articles, we will provide in-depth insights into the sector's significant challenges in achieving successful communication outcomes and reaching the entire value chain. We spoke with Ademir Silva from the Arkétipo advertising agency in Guarapuava, which specializes in this field.

Agribusiness, a driving force in Brazil, is on the cusp of a transformative decade. The sector is poised to evolve from a raw material supplier for importers into a robust agro-industry. This shift presents abundant opportunities for growth and innovation.

As the agribusiness sector evolves, one crucial step is to "de-commoditize" the industry. This involves establishing unique brand identities to gain a competitive edge in domestic and international markets. Market repositioning is in your hands, with effective communication and marketing as the tools to drive this change.

To launch the Special Agribusiness Series, we've invited Ademir Silva, owner of the Paraná-based Arkétipo agency in Guarapuava. With over 15 years of experience in communication and marketing in the agribusiness sector, Ademir is a recognized expert in his field. He will discuss how the agricultural industry can develop and add value to commodities.

Before, Inside, and After the Farm Gate

By Ademir Silva, Owner of the Arkétipo Agency in Paraná

Within agribusiness, communication is structured similarly to other sectors of the economy, though some concepts are adapted to rural realities. Marketing in rural areas is applied through three fundamental pillars: before, inside, and after the farm gate.

• Before the farm gate refers to marketing efforts targeting businesses involved in selling inputs, machinery, and agrochemicals.

• Inside the farm gate focuses on institutional communication for rural enterprises, often through local media.

• After the farm gate promotes agribusiness at a broader scale, using mass media to elevate the industry.

For businesses selling inputs, machinery, and agrochemicals, the term "before the farm gate," coined by researcher José Luiz Tejon, describes the B2B marketing efforts in this space. These efforts often involve segmented dialogue and promotional materials, alongside showcasing products at events and fairs. Producers can invest in niche marketing by segmenting products and distribution channels.

The second stage, "inside the farm gate," emphasizes institutional communication for rural enterprises. Promoting brands through local radio, TV, and newspapers is essential. "The competitive advantage of agribusiness lies in its origin. Sector brands need to show their regional identity," Silva explains. However, he notes this stage remains underutilized in Paraná. "Few recognize its importance, but showing how a business is structured is critical for establishing its identity with consumers, whether in retail or industry," he adds.

Finally, the "after the farm gate" stage aims to elevate agribusiness by promoting products and services widely through mass media. However, this stage relies on the foundation built in the earlier steps. "At this level, companies must communicate their contributions to the planet. Is the product sustainable? Does it have added value? Is there traceability and adherence to good practices?" Silva asks.

Several industrial cooperatives in Paraná have already adopted this advanced stage of rural marketing. Silva emphasizes the importance of de-commoditizing agribusiness to reach consumers effectively. "When rural companies develop a comprehensive branding strategy and differentiate their offerings, reaching the end consumer becomes almost automatic," he notes.

Today’s end consumers are highly attentive to the origins and conditions under which products are made. Silva highlights JBS-Friboi as a case study: "While the brand faces criticism, it has also educated consumers about the value of brands in agribusiness. Through pioneering integrated communication, JBS has shown the importance of associating products with traceable, trusted sources—an approach all agribusiness chains should follow."

This week, we'll showcase examples of successful communication in the sector. Stay tuned as we work together to value Paraná's countryside!