Brazilian Produce Industry: Consumer Perceptions & Opportunities

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.

Magnifying glass reveals nutritional information for a bowl of salad

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.

Rustic kitchen with a brick stove and multiple black pots cooking over a fire.

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.

Hispanic female gardener picking potato beetles from young bushes in her small garden on sunny spring day

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

Number 1

Promote the industry’s positive momentum and community presence.

Number 2

Use approachable, trusted branding anchored in culture and real people.

Number 3

Feature ethical sourcing, fair pricing, and environmental impact stories.

Download the report

Maddie Rennardson

Global Insights Coordinator

+1 (302) 607-2125 Email Maddie Rennardson

Brazilians & the Produce Industry