Agribusiness fairs and events grow and now generate around R$25,4 billion per year in Brazil

In recent years, agribusiness has proven to be one of Brazil's strong arms and, today, it is one of the most solid and profitable sectors to invest in in the country. In this scenario, events have become a gateway for big brands to update the market with their products, technologies and trends.

According to data from the Brazilian Association of Event Promoters (Abrape), last year the events market grew by 400% compared to 2020, moving around R＄75,4 billion in consumption and generating R＄4,65 billions in federal taxes. Responsible for around 4,32% of the national GDP (Gross Domestic Product) in 2022, the sector also generated more than 2 million jobs during the year. Also according to the association, the country's main agricultural fairs generate around R＄ 25,4 billion per year.

Among the biggest events held in Brazil, Agrishow stands out, the main agribusiness fair in Latin America. In its 2022 edition, 200 people visited the stands and business worth around R＄11,2 billion was generated, according to the organizers - a number corresponding to 280% more than in the last edition, in 2019.

“Agricultural events are areas where we have constant updates on products, technologies, trends and the market. So, anyone in the sector has to be learning and retraining all the time. It is a great opportunity for companies to show what is being done and what their purposes are. Aside from networking, generating connections is essential”, says Mônica Schimenes, CEO and founder of MCM Brand Experience, a live marketing agency.

For companies, being present at business fairs, more than just presenting themselves, the exhibition has the role of attracting specialized audiences in their segments to close important commercial partnerships. When done well, your growth becomes a natural consequence. “Having the support of a specialized team to manage and organize the flow of content and materials at our events and the main fairs in the sector has been very important. It is a partnership that streamlines processes and generates synergy between teams, facilitating the achievement of results. MCM knows our language, trajectory and profile well”, says Marina Ribeiro, Communication and Brand Manager of the Agricultural Solutions Division at BASF.

For 2023, the market expectation, especially for the agribusiness sector, is to continue growing. “The national calendar of corporate events last year showed an increase of 160% compared to the previous year. This year, the expectation is that more than 4 thousand fairs, conferences and professional ceremonies will take place in Brazil. For agriculture, growth comes from the need to understand the importance of the sector for the world. We need sustainable solutions and agriculture has always shown promise in this regard”, concludes Mônica Schimenes.