Brazilians & Sustainable Produce: Awareness, Willingness to Pay & Opportunities

The challenge: Sustainability is top of mind for Brazilian consumers, with strong awareness and willingness to pay—but confusion around terms and trade-offs still creates friction.

The International Fresh Produce Association surveyed 753 Brazilian consumers to explore how environmental priorities shape produce purchases. This section highlights the knowledge gaps, willingness to act, and expectations for quality, safety, and packaging—revealing opportunities for producers and retailers to build trust and market share with values-based shoppers.

A Nation Thinking Green

81% of Brazilians consider sustainability when buying produce, with growing methods and packaging among their top concerns.

Close-up of dark pink vegetable stalks tied with a yellow "Organically Grown" label, large green leaves in background.

The Opportunity: Use bold, front-of-pack callouts for key attributes like recyclable, organic, or pesticide-free.

Willing to Pay for
the Right Label

Nearly 90% would pay more for organic produce, and nearly 75% are open to paying a premium for sustainable packaging.

Opportunity: Justify premiums by linking sustainable traits to perceived quality and health, not just environmental impact.

A variety of organic foods, including fruits, vegetables, and other items, arranged with the word "ORGANIC" spelled out at the top.

Clearer Definitions Needed

While many Brazilians understand terms like “organic” and “carbon farming,” concepts like molecular breeding and climate-smart ag are less clear and have lower safety perceptions.

Male farm worker picking strawberries in a field

Opportunity: Simplify language in marketing materials, offer definitions, and spotlight farmers or production methods using easy-to-grasp visuals.

Organic Wins on Preference

When price is not a factor, organically grown produce is the top preference among Brazilian shoppers, even above local or greenhouse grown.

The Opportunity: Position organic as the aspirational standard and expand access to smaller, affordable organic SKUs that widen the appeal.

Quick Wins for Produce Marketers in Brazil

Number 1

Feature sustainability icons and certifications on the front of pack.

Number 2

Pair organic messaging with health and quality cues, not just eco claims.

Number 3

Launch QR-enabled “what this term means” explainers in-store.

Number 4

Promote mini-sized organic SKUs to make premium feel more accessible.

Download the report

Brazilians & Sustainability

A Nation Thinking Green

Willing to Pay for
the Right Label

Clearer Definitions Needed

Organic Wins on Preference

Quick Wins for Produce Marketers in Brazil

Feature sustainability icons and certifications on the front of pack.

Pair organic messaging with health and quality cues, not just eco claims.

Launch QR-enabled “what this term means” explainers in-store.

Promote mini-sized organic SKUs to make premium feel more accessible.

Related Resources

Brazilians & Sustainability

A Nation Thinking Green

Willing to Pay forthe Right Label

Clearer Definitions Needed

Organic Wins on Preference

Quick Wins for Produce Marketers in Brazil

Feature sustainability icons and certifications on the front of pack.

Pair organic messaging with health and quality cues, not just eco claims.

Launch QR-enabled “what this term means” explainers in-store.

Promote mini-sized organic SKUs to make premium feel more accessible.

Related Resources

Willing to Pay for
the Right Label