After nine years operating in Brazil and establishing itself as one of the leading digital platforms connecting buyers and sellers in agribusiness, Agronegociar is launching its first international operation: Portugal will serve as a base for conquering the European market.
The company has adapted its platform to European Portuguese, created its own domain—www.agronegociar.pt—and adjusted all infrastructure to comply with legal requirements, including conformity with the European Union’s General Data Protection Regulation (GDPR). An exclusive app (app.agronegociar.pt) has also been launched, with a clean database and settings tailored to local realities.
According to Product Manager Júnior Rodrigues, the presence in Portugal goes beyond simply replicating the Brazilian model: “We want to be a bridge between Brazil, Portugal, and the European market, respecting cultural, commercial, and production differences,” Rodrigues explains.
The project involved research on strategic value chains, marketplace usage habits, and business practices in the country, as well as meetings with rural associations and local producers to establish partnerships.
For project manager in Portugal, Raphaela Bordino, the choice of country is strategic: “Portugal is the gateway to the European market, especially for Brazilian companies, due to language and historical connections between the countries. There’s a natural exchange: Brazil demands Portuguese products, and Portugal also benefits from what Brazilian agribusiness offers.”
Key Product Categories
The launch prioritizes categories with high demand and added value, such as honey, fruits (orange, tangerine, strawberry, blueberry), and olive oil. There’s also special attention to gourmet items like wines, cheeses, and sustainable products.
Challenges and Opportunities
Despite cultural affinity, entering the market requires adjustments. Portuguese producers, in general, are more familiar with digital tools, but adopt new solutions cautiously. The country has smaller farms, a strong presence of cooperatives, and more formal negotiations, with an emphasis on safety and reliability.
Founded in 2016, Agronegociar is a digital hub that connects producers, buyers, technicians, researchers, and agribusiness companies, offering free solutions in commercialization, training, and logistical support.
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