In November, 2021, specialists from different parts of the world will debate what is most innovative about “Food Markets that Transform Realities” at the II International Seminar “Valorization Strategies for Agrifood Products”. Did you like this theme? We're sure you'll like it even more when you know what we're going to discuss on the panels. Check it out here!

In the first panel, entitled "Food Markets and Social Innovation", we will bring to the debate how marketing circuits can strengthen the connection between producers and consumers and, thus, create links that go beyond market relations, generating positive social impacts for the society.

In the second panel, "Building differentials to transform realities", we will discuss how to use already intrinsic aspects of your product, such as relationships with traditions, with local culture and biodiversity, among others, to add even more value (and income ) for your business.

In the third and final panel, we will focus on the theme "Digital Markets: building new links between city and countryside" and show how digital transformation can (and should) be a great ally in the relationship between these two worlds that once seemed very apart .

All is very interesting, isn't it?

Are you curious to find out more? See the complete event schedule here, and put this commitment on your agenda: November 18th and 19th, 2021, on Embrapa's YouTube channel (www.youtube.com/embrapa).

Don't forget to sign up and leave your place reserved in our virtual auditorium and guarantee your certificate of participation. Sign up free here!




Time Zone: Brasília/DF (GMT-3)

Opening ceremony

9h00 to 9h10 AM

Cultural introduction

9h10 to 9h35 AM

Solemn Session
Representatives from Embrapa, Sebrae, PGDR/UFRGS, FAO-Brasil and Swissnex

9h35 to 10h05 AM

Opening Conference
"Differentiation of food markets and challenges to product valuation", by Sérgio Schneider, UFRGS´s Teacher

10h05 to 10h45 AM

Online discussion with Vinícius Lages, Technical Director of Sebrae/AL, and João Flávio Veloso, General Head of Embrapa Food and Territories 

10h45 to 10h50 AM

Launch of the book "Digital Food Markets", organized by Paulo Niederle, Sérgio Schneider and Abel Cassol

10h50 to 11h00 AM

Morning closing with cultural performance


Panel 1: Food Markets and Social Innovation

2h00 to 2h10 PM

Cultural introduction

2h10 to 2h30 PM

The Integration Plan of Land Reform Settlements to the Market (PIAM)”, by Pedro Arraes, Department of Community Development Director (DATER), Secretariat of Family Agriculture and Cooperatives (SAF), of the Ministry of Agriculture, Livestock and Food Supply (MAPA)

2h30 to 2h45 PM

Market strategies for Cerrado biodiversity products”, by Luis Roberto Carrazza, Executive Secretary of Central do Cerrado

2h45 to 3h PM

Community that Sustains Agriculture (CSA) as a social contract”, by Érica Lobato, Co-agriculturist of CSA Esperança and Collaborator of CSA Network Brasília

3h to 3h05 PM

Break with cultural performance

3h05 to 3h25 PM

Food Markets and Social Innovation in Latin America”, by João Marcelo Intini, Food Systems Policy Officer, FAO Office for Latin America and the Caribbean

3h25 to 3h40 PM

The experience of the Peruvian Society of Gastronomy (APEGA)”, by Luis Ginocchio Balcázar, Agrifood Systems and Innovation Consultant

3h40 to 4h30 PM

Online discussion with the audience
Moderated by Sônia de Souza Mendonça Menezes, UFS´s Teacher

4h30 to 4h35 PM

Day closing with cultural performance




Time Zone: Brasília/DF (GMT-3)

Panel 2: Building differentials to transform realities

10h00 to 10h10 AM

Cultural introduction

10h10 to 10h30 AM Pathways for Export, opening markets for brazilian biodiversity products”, by Carina Pimenta, Conexsus´s Director

10h30 to 10h50 AM

Market mapping, positioning and construction for food products from Seridó”, by João Hélio Costa, Technical Director Sebrae/RN

10h50 to 11h10 AM

How does Switzerland use the 'Swiss Made' strategy for food products into practice?” by Dieter Bratschi, Head Data Analytics at Adaptagis and Serge Rezzi, Swiss Vitamin Institute´s Director

11h10 to 11h55 AM

Online discussion with the audience, with the theme "What do Brazilian differentiated food products (PADs) that conquer markets have in common?"
Moderated by Luciana Vieira, FGV/EAESP´s Teacher

11h55 to 12h00 AM

Morning closing with cultural performance


Panel 3: Digital Markets: building new links between city and countryside

2h00 to 2h10 PM

Cultural introduction

2h10 to 2h30 PM

Digital Food Markets: productive inclusion, cooperativism and public policies”, by Paulo André Niederle, UFRGS´s Teacher

2h30 to 2h40 PM

Fair trade and conscious consumption of the GiraSol Cooperative”, by Tanara Lucas, General Coordinator of the GiraSol Cooperative

2h40 to 2h50 PM

"Market strategies for Caatinga´s biodiversity products”, by Adilson Ribeiro dos Santos, CEO of Central da Caatinga

2h50 to 2h55 PM

Break with cultural performance

2h55 to 3h15 PM

European experiences in digital agrifood markets”, by Gianluca Brunori, University of Pisa´s Teacher

3h15 to 3h25 PM

"Cooperative Food: Experience of migration from offline to online commerce", by Ignacio Vila, Cooperativa de trabajo Alimentando´s President.

3h25 to 4h15 PM

Online discussion with the audience
Moderated by Claire Cerdan, CIRAD´s Researcher

4h15 to 4h20 PM

Event closing with cultural performance





November, 18th, 2021

Opening ceremony

Celso Moretti

President of the Brazilian Agricultural Research Corporation (Embrapa). He is an agronomist, master and doctor in plant production and a specialist in production engineering with an emphasis on business management. He is alumni (2016) at the Harvard Kennedy School of Government, Harvard University, Cambridge, USA. He has also been a visiting teacher at the University of Florida (USA) since 2006. He was General Head of Embrapa Hortaliças between 2008 and 2013, Head of the Research and Development Department (DPD) of Embrapa between 2013 and 2017 and Executive Director of Research and Development at Embrapa (2017-2019). He was a consultant for the UNDP for China, the Inter-American Development Bank (IDB) and the Ministry of Agriculture of Colombia. Lattes Curriculum | Linkedin




Carlos Melles

National President of Sebrae. Graduated in agronomy from the Federal University of Viçosa (UFV) in 1972, and post-graduated in phytotechnics from UNESP. He was Federal Deputy for six consecutive terms, from 1994 to 2018. He was Minister of Sports and Tourism, from 2000 to 2002. He was Secretary of Transport and Public Works of Minas Gerais in 2011.






Leonardo Xavier da Silva

He is coordinator of the Graduate Program in Rural Development (PGDR) Federal University of Rio Grande do Sul (UFRGS). Graduated in Economic Sciences from the Pontifical Catholic University of Rio Grande do Sul (1994), Masters in Rural Economics from (UFRGS) (1997) and Ph.D. in Economics from UFRGS (2002). He is a professor at the Department of Economics and International Relations (DERI) at UFRGS. He has experience in the field of Economics, with an emphasis on rural economics and macroeconomic theory, working mainly on the following topics: rural development, agriculture, family farming, economic policy and Brazilian agriculture; macroeconomic policy and analysis of economic aggregates. Lattes Curriculum




Rafael Zavala

Representative of the Food and Agriculture Organization of the United Nations (FAO) in Brazil. He holds a degree in animal science from the Autonomous Metropolitan University of Mexico, a master's degree in sustainable agriculture from the University of London and a doctorate in rural development policies from the University of East Anglia, England. He served as FAO Colombia Representative between 2012 and 2018, where he stood out for the formulation of unprecedented policies and projects with a new vision of the Colombian post-conflict context, which allowed advances in the sustainable development of the countryside, recognizing the importance of nutritional food security and promoting the reduction of rural poverty, essential for building and consolidating peace.