The challenge: Brazilian consumers hold the produce industry in high regard, but continued growth depends on reinforcing emotional connections and modernizing perception.
The International Fresh Produce Association surveyed 753 Brazilian consumers to assess how they view the produce industry’s image, momentum, and role in society. This section reveals strong favorability and trust, along with opportunities to deepen engagement through transparency, branding, and community alignment.
Reputation at a High
86% of Brazilians have a favorable impression of the produce industry, with 67% believing the industry is gaining momentum.
The Opportunity: Celebrate this goodwill by showcasing produce’s growing role in nutrition, sustainability, and community connection.
Personality That Resonates
The Brazilian public describes the industry as trustworthy, consistent, and approachable.
The Opportunity: Build on these traits with warm, inclusive branding that reflects cultural values.
Meeting Expectations Across the Board
Consumers in Brazil believe the produce industry is delivering on what matters most, from ethical treatment of growers to environmental responsibility.
The Opportunity: Reinforce trust by spotlighting real stories: growers, regions, and everyday families that benefit from the produce economy.
Quick Wins for Produce Marketers in Brazil
Promote the industry’s positive momentum and community presence.
Use approachable, trusted branding anchored in culture and real people.
Feature ethical sourcing, fair pricing, and environmental impact stories.
