Straight from France, where I am with young people from all over the world it is very important to look at Brazil from outside, and we are sorry for one thing, the communicational incompetence takes away the value of the competent national agribusiness.
So when we are in front of young people from all over the world we have to explain problems that our bad communication generates, with lots of noise, nonsense, ideological interference, political and the lack of a simple, objective communication, based on beautiful and nice things that Brazil has and does, but doesn’t reach the people here. On the contrary, only conflicting and negative news reach the people here, and when we are here we have to explain how the OECD proposes that Brazil grow in the next 5 or 6 years 40% to feed the world if we are destroying the Amazon?
So we don’t talk about the positive things, like crop-livestock-forest integration, we don’t talk about sustainable livestock in the Amazon, about the spectacular work of Embrapa, about universities, of thousands and thousands, 1 million farmers and cooperatives in Brazil, which is not communicated outside Brazil, and when I am here I have to explain everything about it due the very bad Brazilian communicational intelligence.
Brazil has a lot of good people in the communication field, Brazilian advertisers, who win international contests, spectacular journalists, people who dominate social media like nobody else, monitoring social media, so I see here from France with young people and teachers from different parts of the world, China, Africa, Middle East, Latin America, that Brazil is simply a spectacle of fantastic things, but our communicational incompetence takes value from the competent national agribusiness.
It is about time to bring together the communicators, because communication is a profession like other professions as well. We need communication experts so that we can improve the value perceived by a Brazilian reality that is undoubtedly much better and much greater than the negative side.
Do we have problems? We sure do, as here has it too, as the whole world has. But we also have a lot of good things that are not reaching the hearts and minds of the citizens and global consumers, where Brazil will have more and more commercial relations.
Jose Luiz Tejon, straight from Nantes, France – The Agribusiness Time for Jovem Pan