President of France, Emmanuel MacronIt was stated in January 2021 that “Brazil has to support deforestation to buy soy.” Adventuress“. The statement caused controversy and criticism in the Brazilian press and, like many others, lost place in the headlines for these events. Brazil And in the world. But it should, or should, encourage the adoption of more effective communication strategies to protect the image of Brazilian brands and products in Brazil and abroad.
Brazil is the largest producer and exporter of soybeans in the world and Amazon’s preservation is the only cause for concern. But the two facts are not only related, not just because the planting soy In Brazil it occurs in other regions, as well, since the Amazon biome has been protected from deforestation for the planting of this crop since the so-called “soy moratorium”, complete with supervision by agribusiness players and officials and NGOs in 2008. happen.
Emanuel Macron certainly knows that. However, by relating the productivity of Brazilian soy to deforestation in the Amazon, it creates a narrative that appeals to an increasingly larger audience’s sense of honesty, concerned with preserving the environment. And this justifies the huge government subsidy that soy is planted in France – 25% more expensive than large producers, such as Brazil and The us – Receive.
However, the issue that Brazil should worry about is not the sly politician anywhere in the world who spreads fake news about Brazilian agribusiness aimed at short-term electoral interests.
What should worry us is that the story is “stuck”. Consumers around the world accept the statement that Brazil is a country of deforestation and forest arson, unaware that Brazil’s agribusiness has been planting per hectare for decades to increase its productivity, thus more Eliminated the need for deforestation to produce. Our law is one of the most advanced in the world in protecting native vegetation.
Obviously we cannot remain silent in the face of the situation. But it would be a little good to put oneself in a position of victims or to enter into a war of slander and crimes with foreigners or governments. Brazil and “Made in Brazil” should be considered as a brand, which can be promoted and deployed in the minds of consumers worldwide.
a Colombia It became the “land of coffee”, with even its product being valued more than Brazil in foreign markets through an advertising campaign that is a marketing affair, with the character Juan Valdez. Chile It is recognized as a country of fine wines at reasonable prices. South Korean automobiles and electronics, which were considered second-class products in major markets two decades ago, are now valued by consumers around the world. The same path is being followed by Chinese products, which are seen as mere counterfeits a few years ago, have increased the respect of consumers and competitors in a short time.
We know that there are sick, malicious or malicious minorities, who unfortunately burn and deforest. But the vast majority of agribusiness companies, non-governmental organizations and government agencies make a genuine effort to preserve the environment, in a country that is a territorial expansion for the entire country. Europe.
Bringing these efforts to the attention of the public worldwide will be an important step for the position of the Brazilian brand as the country gets the most protection, not the one that burns and deforestes, all Brazilian brands and products There is an advantage, not in agribusiness. .
* ASSOCIADOS cooperation of foreign trade experts and ALABY and consultants
