Importance of the Fruits, Flowers, Vegetables and Vegetables sector is highlighted on the first day of the 8th The Brazil Conference & Expo

The scenarios and opportunities for the Fruits, Flowers, Vegetables and Vegetables (FFLV) industry were discussed this Wednesday morning, 7th, during the first day of the 8th The Brazil Conference & Expo. Lectures given by Cathy Burns, CEO of IFPA (International Fresh Produce Association), and João Branco, professor and marketing columnist, highlighted the importance of understanding the needs of generations, like Z, linked to healthy and sustainable agendas. 

The event was initiated by Valeska Oliveira, Country Manager at IFPA and Head of Products at Francal, who celebrated the presence of almost a thousand participants during the opening. “I'm celebrating this edition and already thinking about the next ones to come. Have a lot of fun! This is how we do business in the FFLV sector: with joy, connection and uncomplicated interaction”, she praised. 

The opening was also attended by authorities from the sector, such as the executive secretary of the São Paulo Department of Agriculture and Supply, Edson Fernandes. For him, the fair reflects the importance of fruit growing in the country, leveraging the State of São Paulo for a significant increase in the production chain and the local economy. 

“I congratulate the exhibitors for the determination and excellent work they are doing in our region and in Brazilian fruit growing. May the sector become increasingly powerful and representative for producers, distributors and all present logistics”, highlighted Fernandes, who also emphasized the actions to expand the production of red fruits and other sensitive crops for the State, together with Comprehensive Technical Assistance Coordination (Cati), of the Secretariat. 

In the lectures that followed the beginning of the conference, Cathy Burns, CEO of IFPA, presented a vision of the Industry Scenario in Brazil, emphasizing the use of new technologies, such as Artificial Intelligence (AI), to optimize the entire production chain until reaching the consumer. 

In fact, according to the executive, “due to the extreme climate changes the world has experienced, agriculture must be pushed beyond its limits”, from product to packaging, as the concern of new generations in preserving the planet has proven to be increasingly latent. “In a global survey carried out by IFPA, we understand that 68% of consumers associate sustainability with agriculture”, she said. 

Adaptation, personalization, renewal and innovation continued in the talk Desmarketize-se! The new marketing doesn't look like João Branco's marketing. The professional's focus was the importance of the market meeting the needs and pains of each client. “The new marketing comes as a help to the customer. Every business problem starts with the solution of understanding them,” he stated. Branco also considered that the search for connection with the public, across generations, is what makes market change happen.

The main FFLV business event in Latin America, which features a conference in the morning and an exhibition accompanied by debates in the afternoon, takes place until tomorrow, the 8th, in the Yellow Pavilion of Expo Center Norte.

Novelty

For the first time, the event has a space dedicated to international exhibitors who stand out in the hall of global showcases in the FFLV sector. Companies from China, Chile and the United States are part of the International Pavilion, which aims to help the sector in Brazil, mainly with regard to the import and export of fresh products.

Relevant debates and constructive exchanges

Whether at IFPA Talks, in the fair environment or at the conference, lectures, debates and knowledge exchange are at the center of the activities of The Brazil Conference & Expo, to broaden horizons and assist in future decision-making.