CONSUMER INFLUENCE ON AGRICULTURAL PRODUCTION PROCESSES: THE FUTURE IS SUSTAINABLE

Abstract

In the journey of food from soil to the table, there are several interfaces with sustainability. The topic of food production and its relationship with the environment is paradoxically both old and current. In the post-pandemic period, concern about production processes associated with environmental impacts has become more significant, driven by the growing influence of the global consumer market, which is eager to adopt sustainable practices. Agribusiness consists of inputs, production, processing and distribution links, and all of these segments are exposed to pressures from the consumer market, which can shape and/or restructure the way in which processes are carried out. In the short term, sustainability will be a sine qua non factor for the production of food and beverages and their associated activities. In Espírito Santo, agribusiness contributes to food production in Brazil and around the world. Therefore, it is necessary to pay attention to the demands of the national and international consumer market to outline new business strategies with a vision for the future. This article presents a reflection on the complex issues surrounding food production in Espírito Santo, from the perspective of global sustainability and future trends. The method used was exploratory qualitative research to analyze the strategies of large food and drink companies in the agricultural supply chain and their communication with consumers, through the main global consumer data platforms (Euromonitor, McKinsey and Mintel). The study concludes that consumer choices have the capacity to influence agricultural production, directing producers’ practices, investments in technology and innovation, and even government policies related to agriculture.