34% of rural producers know what carbon credits are, according to research by ABMRA.

According to the 9th ABMRA Rural Producer Habits Survey, one-third of Brazilian farmers claim to be familiar with carbon credits. This segment represents 34% of those interviewed, indicating that the topic is still evolving in the agricultural sector. Within this group, 33% declare having some level of knowledge, while participation in initiatives related to carbon credits reaches 24% of these producers. Among those involved in these initiatives, the main focus is the conservation of natural areas, mentioned by 66%. Other practices include the adoption of sustainable agricultural techniques (42%) and reforestation actions (34%). For the president of the Brazilian Association of Rural and Agricultural Marketing (ABMRA), Ricardo Nicodemos, the data indicate room for improvement in communication about sustainability in the agricultural sector. “There is a clear opportunity for brands to expand communication and bring knowledge to producers about what is already being done and how these practices connect to new agendas, such as carbon credits. Making this relationship more visible can contribute to accelerating understanding and adoption in the field,” he states. Among rural producers who adopt initiatives related to carbon credits, the main focus is the conservation of natural areas, mentioned by 66%. The survey also indicates that 86% of rural producers believe that climate change will interfere with agricultural production. At the same time, only 31% classify the barriers to adopting sustainable techniques as high or very high, indicating a scenario in which the perception of impact coexists with challenges to advancing implementation. Among the difficulties are the lack of clear information and technical support, limited access to resources, or fear that the adoption of these new practices will not bring sufficient benefits. In this context, the executive highlights the role of communication in valuing existing practices. “The conservation of natural areas appears as the main initiative among producers who are already involved in this context. Communicating this data more consistently is fundamental to giving visibility to the rural producer's actions and improving the perception of the sector.” The producer profile combines tradition and technical advancement. The study also outlines the profile of the Brazilian rural producer. Currently, the average age of Brazilian farmers is 48 years old, and 61% declare themselves to be farmers because they follow family tradition. The level of technical knowledge showed growth during the analyzed period, increasing from 24% in 2021 to 43% in 2025. Another highlighted data point is the perception of management, where 98% of producers consider women's participation vital or very important in running the rural property. For Ricardo Nicodemos, these data help to understand the current moment of the sector and the challenge for brands to create communication strategies aligned with the producer's profile. “The data highlight a heterogeneous field, with different levels of education and experience. For brands, this makes a deep understanding of the producer's profile essential, since the effectiveness of communication in agriculture depends on segmented strategies, aligned with the reality and context of each audience.” The ABMRA Rural Producer Habits Survey is considered the largest survey on the profile of the Brazilian rural producer. 3,100 face-to-face interviews were conducted in 16 states, covering 14 agricultural crops, four types of livestock, and a questionnaire with 280 questions.

This text was translated by machine from Brazilian Portuguese.