The Future of Agricultural Marketing

Mariangela Duarte Soares Albuquerque is the Marketing Director at ATTO Sementes, a leading Brazilian seed company. She began her career early and holds a degree in Advertising and Marketing from ESPM in São Paulo. Her experience includes data analysis at Nielsen, branding at Kolynos, now part of Colgate, merchandising at Coca-Cola and marketing leadership in finance.

After years in São Paulo, she returned to Mato Grosso to found and lead a marketing agency for 20 years, rebranding it as Agro Marketing to focus exclusively on agribusiness. This shift allowed her to apply her expertise to Brazil’s vital agricultural sector. Six years ago, she accepted the role of Marketing Director at ATTO, selling her agency stake to focus fully on the company’s mission.  Under her leadership, ATTO drives innovation and delivers value through seed production and digital platforms like PlantUP, agPRO and Mentor.

Evolving Perspectives on Marketing in Agriculture

I believe the core of marketing remains constant. Whether in agribusiness or any other industry, marketing must always be client-centric. Companies need to listen, identify pain points and anticipate latent needs—those that even the customer may not yet recognize. The true purpose of a business is to win and retain customers by delivering real value. That only happens when the company looks outward rather than inward and builds its strategy around the client’s world, not its own. This belief has guided me since the beginning and continues to be the foundation of everything I do.

Leadership Values Driving Innovation and Brand Transformation at ATTO

My leadership is deeply aligned with ATTO’s core values, starting with honesty. For us, honesty goes beyond truthfulness and means commitment. Everything we communicate is grounded in data and real product performance. That is why our brand is so solid and does not suffer setbacks. We grow sustainably year after year because we only promise what we can deliver.

I also value collaboration, diversity of thought and co-creation. The best projects come from many minds working together. Creativity, precision and efficiency thrive when multiple perspectives are considered. Innovation is another pillar. We never copy and paste past strategies. Each campaign, launch and event must push boundaries and bring something new. We constantly track technological and media trends but always with one focus: creating success for our clients.

Opportunities in Integrating Data Analytics, Digital Platforms and Field Engagement in Agricultural Marketing

I believe this is the most powerful combination in modern agribusiness marketing: making data-driven decisions with a predictive mindset, balanced by firsthand field insight. Staying close to producers and distributors through warm, genuine conversations provides the real-world context that gives meaning to the data we analyze.

  ​The true purpose of a business is to win and retain customers by delivering real value   

At ATTO, we rigorously test ideas, often over one or two years, before launching new products or solutions. We don’t innovate for the sake of innovation; we innovate to solve real problems. That’s exactly how our digital platforms were born—by addressing challenges farmers were facing. Today, those same platforms generate valuable data that guides our internal decisions. This virtuous cycle is one of the key reasons ATTO remains the most recognized seed brand in the regions where we operate.

Future Outlook on Marketing

The challenges ahead are clear: capturing attention in an increasingly noisy landscape and building strong, credible brands that last. Farmers are flooded with information, but that doesn’t mean they trust everything they hear. In agribusiness, brand building requires consistency, depth and authenticity.

The opportunities are equally significant. Artificial intelligence, robotics, big data and omnichannel communication present new avenues for growth. But success will depend on how effectively these tools are used to solve real problems. It's not about being flashy; it's about being genuinely useful. Those who understand this will lead the way.

Guiding New Marketing Professionals in Building Trust and Understanding Agribusiness

My advice is grounded in three core values: truth, commitment and presence. Agribusiness is deeply relational. Producers value face-to-face interactions, handshakes and eye contact. Authentic relationships are everything.

That’s why marketers must spend time in the field. Visit farms, attend events and talk directly with producers. You can’t develop meaningful strategies from a distance. Farmers operate with a unique rhythm and mindset. It evolves, but not at the pace of urban consumer trends. To understand it, you need to witness it firsthand.

Equally important is understanding the technical side. Agribusiness is one of the most complex sectors I’ve worked in. Effective communication requires a careful balance of technical accuracy and commercial clarity. It’s a fine line, but when navigated with honesty and purpose, it builds credibility that truly lasts.