Climate is a major concern in Paraná's agricultural sector, and 91% projects are already predicting an impact on production, according to the 9th ABMRA Survey.

Farmers in Paraná are starting 2025 with heightened awareness of climate impacts and the economic sustainability of their businesses. Data from the 9th ABMRA Survey on Farmer Habits, focusing exclusively on 2025, presented during the ABMRA Communication Forum this Wednesday, the 11th, held at the Show Rural Coopavel, shows that 911% of farmers in the state believe that climate change will have some kind of impact on their properties in the coming years. This figure is higher than the national average, which reaches 861% of farmers concerned about this issue.

The survey also reveals the challenges faced by producers in Paraná, with climate being the main challenge, cited by 671,400 respondents. This is followed by pests and diseases and production costs, with 401,400 respondents citing this issue in both scenarios.

According to Ricardo Nicodemos, president of the Brazilian Association of Rural and Agricultural Marketing (ABMRA), the picture presented by the research is strategic for the market. “This data is fundamental for companies to stop speaking to a generic producer and start communicating with the real producer of 2025, who is more qualified, more pressured by climate and costs, and much more attentive to marketing. When we understand exactly what their priorities and challenges are, we can build more assertive communication strategies, with relevant messages, appropriate channel choices, and approaches that truly engage with decision-making in the field,” he states.

The profile of rural producers in the state shows a characteristic of maturity in age, with an average of 47 years. In terms of education, 35% (rural producers with four degrees) completed high school and 10% have completed higher education.

Family tradition remains the main motivator for working in agriculture, mentioned by 53% of respondents, while 46% highlight the knowledge acquired in the sector.

About ABMRA

The Brazilian Association of Rural and Agricultural Marketing (ABMRA) is the only entity focused exclusively on marketing and communication in the agricultural sector. For almost 50 years, it has strengthened marketing by disseminating best practices and helping everyone involved in the sector's production chain to communicate better. It brings together the entire communication ecosystem, with its members including industries (advertisers), agencies, and media outlets.

ABMRA positions itself as the "Home of Marketing and Communication for Agribusiness".