The agricultural machinery sector is reinventing itself and is increasingly present in the digital world

With the postponement and cancellations of in-person agricultural fairs, as a safety measure to contain Covid-19, agricultural machinery and implement companies were greatly affected. Times of crisis force us to look for ways to reinvent ourselves. And the sector that is certainly one of the most important for the recovery of the Brazilian economy knew how to overcome adversities and is shaping the new reality.

The alternative found to show producers what's new, make launches and of course, sell, in this moment of social distancing was to invest and bet all our chips on the potential of online advertising and e-commerce. The choice made by companies like MP Agro was the right one and the most recent research carried out by the Brazilian Rural Marketing Association (ABMRA) on the Habits of Rural Producers proved this.

According to the study, 7 out of 10 producers are present on social media. Digital advancement is increasingly stronger in the field and, in this time of pandemic, it has become indispensable for work and personal relationships. According to the data released, companies, previously unsure about investing in marketing and communication, today recognize that it is safe, and, above all, it generates credibility and visibility.

Communication technologies have certainly contributed a lot in our case to being close to our customers. And producers have increasingly embraced these resources, as they bring them closer to the necessary information and knowledge to further improve their production. Today, we understand the digital environment as a space without borders, where we are able to be increasingly present in the daily lives of producers, providing information and providing all the necessary support. 

positive expectations

Even with sales affected by the cancellation of fairs and other events, the agricultural machinery sector in Brazil is betting on the second half of the year to recover a significant portion of the year's revenue. This is because around 60% of sales of machines, tractors, harvesters and other implements used in planting and harvesting intensify between June and October, for the summer harvest.

Another positive news was that the Brazilian government has just announced that producers will have a record amount of R$ 236,3 billion available for financing under the 2020/21 Harvest Plan, an increase of 6,1% in relation to the season's amount. last. Although interest rates did not fall to the expected level, there was a reduction. Only the program for financing Moderfrota agricultural machinery and implements will have interest of 7,5% per year, compared to 8,5% per year in the last harvest.

In short, this entire scenario brought us many lessons and learnings. On the one hand, we have confidence in the strength of agriculture, which has never stopped during this pandemic and cannot, after all, our mission is to bring food to the table of the rural and urban population. And on the other hand, we believe in this recovery in the second half of this year, and we are preparing for it.

We adapt to the new reality and will continue to bring our best solutions and technologies to our customers. Of course, nothing replaces being present in person on the farm, close to the producer and a sincere handshake. But what we will definitely take away from this experience is that today we can be with our customers all the time and that will be the case from now on.

By Michael Periani, Commercial Director at MP Agro Máquinas Agrícolas