🚜🌿 O Negócio Rural embarcou numa viagem até Holambra pra mostrar os bastidores da Hortitec, a feira que antecipa o futuro do hortifrúti no Brasil! E ainda tem mais: no mesmo episódio, um bate-papo para entender como o cooperativismo de crédito muda a vida de quem planta, colhe e faz o agro acontecer. 🌱🤝 #NegócioRural #Hortitec #Cooperativismo
00:03Offering, if you believe, is having someone to count on.
00:07Sebrae Espírito Santo, people transform businesses, businesses transform realities.
00:14And Orwell, your Renault dealership in Espírito Santo.
00:30Hi, everyone! Welcome to Negócio Rural, two markets that are growing every year in Brazilian agribusiness.
00:44This week's Rural Business opens space to flowers and the fruit and vegetable sector.
00:51Floriculture is very important because it gives a profile, a nature and always makes the environment pleasant,
01:00handsome and more willing to work.
01:02There are a lot of cool things, a lot of new things, a lot of discoveries in this program.
01:07So, stay with us!
01:09From the beginning of the earth to the end of the world, agriculture is everywhere.
01:15We turn cow manure into profit, agriculture is in everything.
01:20The coffee that wakes you up makes you work hard, agriculture is in everything.
01:30Floriculture is a very important market.
01:59for Brazil's agribusiness.
02:02And Olambra is the city of flowers, right, people?
02:05Teios is a representative of Caris, which takes care of this market that beautifies not only São Paulo,
02:12but also the whole of Brazil.
02:14Tell those at home, Teios.
02:16How important is floriculture for the agricultural business?
02:20Today, florists have to imagine that they beautify all our homes, parties and work environments.
02:31So, floristry is very important because it gives a profile, a nature and always leaves the environment pleasant, beautiful and with more desire to work.
02:42And we were walking around the stand and I discovered, guys, just take a look at this orchid.
02:48It's a very different orchid from the ones we're used to seeing around here, right?
02:54I wanted to know, Teio, what orchid is that?
02:56Where did it come from and how was it produced?
03:00So, this orchid that you are seeing is the Phalaenopsis orchid.
03:05The Phalaenopsis orchid is produced by the company in the Netherlands.
03:10Breeder is from Holland.
03:11There they work seriously on genetic improvement.
03:15And this one, in particular, was developed six years ago.
03:20And now it is being tested here in Brazil.
03:24And in three years you will see it on the market.
03:37It's impressive how diverse our Brazil is and how most flower varieties adapt well to our tropical climate.
03:47Olimar Amaral is from Bioplugs and they bring to Brazil a variety that we are very familiar with.
03:54right there in Espírito Santo.
03:56The Sampatins or the Beijinho de Sol, there in the southern region of Espírito Santo, also known as the Beijo do Caparaó.
04:04Olimar, I wanted you to tell the group at home why Sampatins adapted so well to our climate and temperature here in Brazil, huh?
04:13Sampatins is precisely a plant that was improved for full sun, which we have more of here in our country, and heat.
04:22So today we distribute Sampatins throughout Brazil, both in the south and in the north.
04:27It is a plant that adapts to the sun, the rain that we have here and full sun.
04:32And the only Skates on the market that can withstand all the weather conditions we have.
04:39Much of what we are seeing here at Orttec are either products that have just arrived on the market with new technology,
05:00or are products that will still reach the market in the coming years.
05:04Cat Corrente is part of the marketing team for HF, at Basf, and will tell us a little about this work.
05:12that science has in researching and developing new solutions so that this reaches the consumer.
05:19It's hard work, isn't it, Cat?
05:21Bruno, thank you first for being here.
05:24It's hard work, it requires a lot of dedication, and we at Basf are very concerned about addressing our customers' concerns, right?
05:32So science comes precisely to help farmers improve productivity.
05:38And we at Basf are looking for solutions that range from seeds to the entire management issue.
05:44to really help guarantee this productivity, so that he has security when selling,
05:50ensure the best quality of the fruits.
05:53What's coolest is that all these innovations are connected to the needs that the farmer has,
05:59be it from there a difficulty he has in facing climatic adversity,
06:04sometimes there in the variety that he is going to plant, of a carrot, of a tomato, for example,
06:09and even the diseases he faces or pests he faces on a daily basis.
06:13And look who I met here at Hortitec, Dani Beccalicrove, who is the president of the Rural Union of Itarana
06:31and came with a caravan from Espírito Santo to Olambra.
06:35Dani, what did this group come to learn here at Hortitec?
06:39So, we brought producers who work with horticulture, coffee, cocoa.
06:46The objective is to bring them together to learn about the technologies, what the market is offering in terms of fertilizer,
06:52irrigation, packaging terms, greenhouse, because there in Taraná today we are working a lot with specialty coffee.
06:59We have a group there that will compete on SIC, so we will take this to SIC.
07:03And then the idea is to bring them to see the technology, the way of presenting the product, input,
07:11whatever luggage they can take to Espírito Santo.
07:20You at home know that one of the strengths of agribusiness in Espírito Santo is coffee.
07:26But our agriculture goes much further.
07:28We have the production of leafy vegetables, the production of fruit and vegetables in our state,
07:33which is concentrated mainly in the mountainous region of our state.
07:38André Siqueira is part of Iara's team and is present in the state doing security work.
07:46to guarantee the quality of our food.
07:50And when I say safety, I mean the product being offered to the consumer.
07:55André, there's a lot of that, right?
07:57It’s not just about producing, but about producing with quality and also having the trust of those who are consuming that product.
08:05Exactly, Bruno. Thank you for the opportunity.
08:07Espírito Santo is a cradle of several cultures and not just coffee, Bruno.
08:11Coffee, of course, is the crop that drives the state's agriculture.
08:17However, fruit and vegetables are very important to us on the national scene, especially in Espírito Santo.
08:27So we have a very important role in this scenario, as a company, right?
08:32To guarantee food security for everyone in the chain, especially for you who are at home.
08:38Because just as it was born, this giant multinational called Iara Fertilizantes, in 1905, from the emerging famine in Europe,
08:47Today, 120 years later, Bruno, we have the same purpose of feeding and cultivating a positive food future for nature,
08:57ensuring food security for everyone.
09:01Renato Opitz is the great organizer and the thinking mind here at Hortitec,
09:18together with a team, people, who take care of every detail of the organization of this fair.
09:23Renato, is it a challenge every year to provide this grandeur for the fruit and vegetable sector and also for the flower sector?
09:33Absolutely. Look, it's a huge challenge and most people have no idea what goes into organizing an event like this, right?
09:41Because it's a year-long job.
09:43So we're done now, but we're already thinking about next year's event, we're already thinking about how to organize it.
09:48So, as the event has been a success, it makes things much easier, because then the exhibitors are happy, satisfied and come back to participate in the event, right?
09:58But there is a whole issue of logistics, of organization, for everything to work, it is a mechanism.
10:05And then, thank God, we have a very competent team and partners, many partners who help us make this fair a reality.
10:14And that was 30 years ago, right?
10:15When I talk about grandeur, I will let Renato explain the importance of Otitec and the numbers of this fair, for those of you who follow us.
10:25So, we started, imagine, 30 years ago, with 20 or so exhibitors.
10:30Today, there are more than 500 companies participating in the fair, either with their own stand or in partnership.
10:37And they are not only Brazilian companies, but many companies that come from abroad, from Europe, Asia, the United States,
10:46bringing all the technological innovations that producers need to their reality.
10:52And during the three days of the fair, we have more than 30 thousand visitors.
10:56And these visitors also come from the four corners of Brazil and many countries in Latin America.
11:01Because what are they seeing?
11:03It is much easier for a producer from Argentina, Uruguay, Chile, Ecuador,
11:10come to Brazil than go to America and so on.
11:13So, in this way, we have this junction here.
11:17And this means that, especially at the fair and in the post-fair period,
11:22We work with an expected business volume of 600, 700 million reais.
11:27Which is quite significant for our sector.
11:31You at home thought that Bruno was going to leave Espírito Santo and come to São Paulo
11:41and wouldn't you find anything to eat at a fair linked to fruit and vegetables and flowers?
11:46You were wrong.
11:47Of course I found out.
11:48And who will tell us a little about this magic of transforming a simple tomato?
11:54that we eat in salads that are truly delicious?
11:57It's the boss, Dani Oliveira, who is our colleague at Band, from Uberlândia,
12:03and has an internet channel linked to gastronomy.
12:07Dani, welcome to Rural Business.
12:09Tell those at home what you prepared here to give as a gift.
12:16Bruno, of course I'm going to take him home, right, guys?
12:18Oh, you're going to eat it all, right, Bruno?
12:19I made candied tomatoes here, which after you break them up, Bruno,
12:24It helps you make a rustic sauce to mix with that pasta
12:30or eat it with toast, it will be delicious.
12:32In a blur.
12:33Even put it on pizza.
12:35It is not?
12:36I made some apple jelly here, okay?
12:39And look how cool this is.
12:42The sweetness of the watermelon rind.
12:44Oh, Dani, we don't need to just eat salad and sautéed chayote.
12:51There's a lot to be invented when we talk about fruit and vegetables in the kitchen, right?
12:56Exactly, exactly.
12:58Anyone who follows the Pingo Doce profile, for example, which is at watermelon pingo doce,
13:04You'll see a recipe from this month now, a June recipe, of coconut candy made from watermelon rind.
13:12Serious?
13:12But I already used the white part and the outside, the green part.
13:18And it was delicious.
13:34And you thought it was over, right?
13:36But the cumming around here didn't end, no.
13:38What is the big star of this time of year?
13:42Tell me, what is the food that shines during the June festivals?
13:46Of course it's corn, isn't it?
13:48And here, at the Bayer stand, we discovered, folks, sweet corn.
13:54But it's really sweet.
13:55Boss, what's special here that you prepared?
13:58This sweet corn is delicious, it's crunchy, it's really sweet.
14:03And today we are serving it here at the Bayer stand with smoked mayonnaise.
14:08Then we add grated parmesan and paprika.
14:12You must be wondering, did this combination work, guys?
14:20You have no idea how sweet corn is.
14:25Smoked mayonnaise, right?
14:26That barbecue flavor.
14:28Barbecue flavor from smoked mayonnaise.
14:30Delicious, right?
14:31Boss, it's a mess.
14:34But I'm seeing here that in addition to corn, which is the star of the month, there are tomatoes.
14:39There's tomato, there's tomato.
14:41Bayer semis, has tomato.
14:43And here's a bruschetta.
14:45Hum!
14:45A creamy cottage cheese base.
14:49Hum!
14:49And the little tomato, how delicious this is.
14:55Confit in olive oil.
14:56It is candied in olive oil.
14:58It has sugarcane molasses that gives it this sweetness.
15:01It's OK?
15:02Node!
15:02It's OK?
15:03And how is it going, guys?
15:04I'm having a great time here at Orchitec.
15:07Just trying out delicacies made with fruits, vegetables, legumes,
15:14that makes our agribusiness go round.
15:22Is there room for a little candy?
15:23Now it is...
15:24Does it fit, guys?
15:25A little sweet?
15:26A little corn candy.
15:27Corn, for me, corn is the best.
15:29Everything made from corn is delicious.
15:31Can I then?
15:32Today I made a curau cake.
15:34Hum!
15:34With cinnamon.
15:35Hum!
15:35Look at this here.
15:36Hum!
15:37Try it and tell me.
15:39Of course I'm going to try it, guys.
15:44Boy!
15:47This is good in quantity.
15:49Hum!
15:51Hey, boss!
15:52So, which of the three did you like the most?
15:53Node!
15:56It's difficult.
15:57It's difficult, I confess.
15:59I imagine, I imagine.
16:00It is difficult.
16:01Node!
16:02But look at that.
16:05AND...
16:05I think I need to experiment more to get a second opinion.
16:09This is all yours.
16:10Node!
16:11Thanks.
16:12Thanks, boss.
16:13Thank you, you.
16:13Thanks.
16:14Did you see?
16:14We'll be back soon with much more information for you here on TV Tribuna Bundy.
16:31Wait for me, okay?
16:32The break is quick.
16:33I'll be right back.
16:34We’re back with your rural business and our chat today.
17:04It's about credit unionism.
17:06I've already left Sao Paulo.
17:08I'm already here in Vitória, at the Cicred branch in Reta da Penha.
17:12From Cicred Serrana, our partner here in the rural business, right?
17:16From our podcast studio.
17:18And the subject couldn't be anything else, right?
17:21Cooperativism.
17:22Where is there a credit union?
17:23There is economic development, income generation and more education.
17:28And the one saying this isn't Bruno, no.
17:30This is what the new study by FIP, the Economic Research Institute Foundation, is saying.
17:37And our guest, of course, could be no other.
17:40It is now, from home, the president of the Cicred South-Southeast Central, Márcio Porte, who talks to us over the internet.
17:48President, welcome back to the rural business.
17:52It's great to have you here.
17:53That's it, good morning, Bruno. It's a pleasure to be here with you again, always talking about cooperativism and talking about agribusiness.
18:00Two such important topics for our country.
18:03President, is that right? Where is there a credit union? Is there more development?
18:10The FIP proves what the UN also noticed, right?
18:16By declaring the year 2025 as the international year of cooperatives.
18:20The UN also says that cooperatives promote economic development, social development, financial inclusion, social inclusion.
18:29And the FIP demonstrated that here in Brazil this effect that the UN perceives on a global level also occurs.
18:37So, the FIP brings several very interesting data, both economic data and social data, showing that a cooperative generates savings, generates income, generates jobs, generates an increase in wages, and also generates taxes.
18:53According to FIP, cooperatives also increase the planted area where they operate.
19:00And what is even more interesting, the FIP says the following, cooperatives even reduce poverty.
19:07That's because, president, the credit union is often present where a public or private institution is not?
19:152024 was a very intense year for bank branch closures.
19:21And cooperatives, in addition to already being present in many inland municipalities, are now present in more than 3 thousand Brazilian municipalities,
19:29but cooperatives continue to expand their service network.
19:34So, while banks withdraw from municipalities, often small ones, cooperatives remain and even intensify their presence in these municipalities.
19:44which, for banks, are eventually more difficult to be viable, I would say, financially viable.
19:52This also has everything to do with that rural-based municipality, where the cooperative is there, present on a daily basis, living with the community.
20:02Our country has a great vocation for family farming.
20:06We do have large properties in the country, yes, but family farming brings together many people and they are in small towns.
20:13So, being present where 25% of the country's GDP occurs is something very relevant, it is not something we can disregard,
20:24and let's say, as is the case with many banks, not operating in municipalities that generate so much of our country's GDP.
20:32One piece of data from the research that caught my attention was the increase in income and also in the community's salary mass,
20:39where there is credit unionism.
20:42What happens? FIP says the following: where there is a credit union, there is more entrepreneurship.
20:50If there is more entrepreneurship, more jobs are created.
20:54Generating more jobs results in increased income and also in increased municipal revenue.
21:02and also in federal revenue.
21:03So, it's a virtuous cycle that we have to generate more jobs, generate more income, more taxes.
21:13Everything is a chain that works very well.
21:15In a municipality where there is a cooperative, there ends up being an interest in promoting what is most relevant in that region.
21:23So, this generation of jobs generating more salaries, more companies too, is a very interesting flow that exists.
21:33And is this demand for credit unions due to proximity and also less bureaucracy?
21:40Bureaucracy, the smallest bureaucracy, it also exists.
21:44Bureaucracy, let's understand it as procedures, they exist too.
21:50But they end up being facilitated by the fact that the cooperative manager, the business manager or the agency manager
21:57know that municipality, eventually talking about a company or talking about a rural producer,
22:03They know that person's property or company, they know where they work, where they live.
22:09This makes it much easier to understand people, to get to know people up close, it makes things much easier, Bruno.
22:17And then, I would say, this is what ends up making the issue of procedures easier, at times.
22:23The bureaucracy, as we call it, is made easier when I have people who know the vocation,
22:31who know the people of that municipality, who live that municipality to the fullest.
22:36Education is also better where a credit union is present, isn’t it?
22:42In these aspects that FIP evaluated, related to poverty, as I said before,
22:48have less Bolsa Família, fewer people living in vulnerable situations,
22:55FIP also points out the following, where there is a credit union,
23:00there is a greater number of young people enrolling in higher education
23:04and there is also a greater number of young people who complete higher education.
23:10So, cooperatives, they, again, right, generate an increase in the wage bill.
23:15I have less poverty in that region.
23:17Eventually, that region begins to have an easier life, better living conditions.
23:24And then, young people also feel motivated to seek higher education.
23:27Of course, not always in your own municipality, often outside, right?
23:32but the cooperatives working in that municipality, generating more employment, generating more income,
23:37people also feel the need to be more qualified, right, more professionalized
23:43and, therefore, they seek higher education and end up even completing higher education.
23:49President, do you believe that this know-how acquired over the years
23:53was an important factor in the UN declaring 2025 the International Year of Cooperatives?
24:01I'm sure, Bruno, because we already had this recognition in 2012,
24:07it had also been the International Year of Cooperatives,
24:10and since that time the UN says the following,
24:12cooperatives are a reminder to the global community,
24:16or a message to the global community,
24:18that it is possible to balance economic viability with social development.
24:24This is the aspect that the UN highlights a lot,
24:27this balance, right, between the economic, legal,
24:29I need to generate positive results,
24:33but at the same time, I am not unaware of the social impact
24:37and I am also not unaware of the need to promote
24:39an improvement in people's quality of life.
24:43So the UN highlights this a lot,
24:45and we have several examples from several countries,
24:49and I remember here, Europe, is very strong in Europe,
24:53credit cooperatives,
24:54I had the opportunity to be there now in May,
24:57we visited France,
24:59and in France, 60% of the financial market
25:01is operated by credit unions.
25:04Sometimes there is a reflection,
25:06a great leadership of our cooperative movement does,
25:08who is Roberto Rodrigues,
25:09he says the following,
25:11there is an impermanence in cooperativism,
25:14because cooperativism is a perfect model
25:16for developing countries,
25:19in this case, Brazil and other countries.
25:21And what is the impotence he points out?
25:24Cooperativism is more developed
25:26in developed countries.
25:29So his logic,
25:30from Roberto Rodrigues, is as follows,
25:32countries that are very developed today
25:34it's because it has a very strong presence
25:37of cooperatives, and especially credit cooperatives.
25:41President, chatting is good, right?
25:43But our time is up.
25:45I really wanted to continue our chat here,
25:48because we have something to talk about, right?
25:50Oh, I would really like to thank you.
25:52for your availability and attention to us here
25:56of Rural Business.
25:57I want you to come back more often, okay?
25:59Thank you, Bruno.
26:00And I'd like to take this opportunity to congratulate everyone, right?
26:03We are here in the month of July,
26:04the month in which the International Day of Cooperatives is celebrated,
26:09in a special year,
26:10which is the International Year of Cooperatives.
26:12So, too, make this invitation
26:13to all who are members of any cooperative
26:16so they celebrate more, right?
26:17So that they talk more about cooperativism,
26:19especially in this month of July,
26:21which is a special month for all of us.
26:23It's great to have Cicred as a partner here.
26:26of Rural Business.
26:27Come back more often, okay?
26:29Hey, did you like our chat?
26:32Do you want to see it again?
26:32It's very easy, it's very simple.
26:35Just point your cell phone camera
26:36for this QR Code that appears on the screen.
26:39Want to know what goes on behind the scenes?
26:41of our recordings?
26:43So, stay tuned on social media.
26:45Instagram, TikTok, at the at BP Faustino
26:48or on our program's official channel,
26:50at Rural Business Program.
26:52You can also listen to our chat
26:55on Spotify, the Spotify of the Rural Business Program.
26:58Just search there.
27:00Rural Business Program you will find it.
27:03Oh, another week begins.
27:06May she be blessed.
27:08And next week we're back
27:10with much more agribusiness content,
27:13cooperativism and rural entrepreneurship for you.
27:16I, Bruno Faustino, am waiting for you, okay?
27:18See you next week.
27:19Bye, bye.
27:19You watched Negócio Rural.
27:32Offering, if you believe, is having someone to count on.
27:36Sebrae Holy Spirit.
27:37People transform business.
27:39Business transforms realities.
27:42And Orwell, your Renault dealership in Espírito Santo.
27:49And Orwell, your Renault dealership in Espírito Santo.
