Article: Agrimarketing in Brazil: how to succeed in Latin America's leading agricultural powerhouse.(international marketing)(Cover Story)

Some years ago, Douglas Johansen was driving a group of Brazilian friends to the Iowa farm where his family lived at the time. Along the way, one of the Brazilians asked, "Where are all the people?" Johansen realized this meant, "Where were the farm hands?"

"That epitomizes the differences between the way agriculture is practiced in the U.S. and Brazil," says Johansen, who is a visiting instructor of international marketing at the University of North Florida in Jacksonville, and a consultant with business dealings in Brazil. While U.S. farmers rely on capital-intensive machinery to work their farms, Brazilians may find it cheaper to hire laborers to do the work ...

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