The production sector invests in the marketing of 'ready-made meals' to increase the consumption of rice and beans in Brazil

The rice and beans production sector is betting on new communication and marketing strategies to try to reverse the drop in consumption of these two foods so traditional on Brazilian tables. The concern goes beyond the loss of cultural identity: the reduction in demand also directly impacts income in the countryside and the balance of the production chain. According to the president of the Brazilian Institute of Beans and Pulses (Ibrafe), Marcelo Lüders, the challenge begins in the fields, with the need to reduce costs and make the product more competitive. “Beans carry a lot of tax. Even with the consumption exempt, production still carries a high tax burden, from packaging to inputs. It is something that needs to be discussed by society and the production sector to guarantee more accessible prices to the consumer and profitability to the producer,” said Lüders. To recover consumption, Ibrafe is set to launch the “Live Beans” campaign in February 2026, which aims to value the ...