Home/Events/The Farmer’s Mind in the Digital Era – McKinsey Pulse 2021


Do you want to know how digitalization of Brazilian agriculture has evolved during the pandemic? Then don’t miss the launch of the McKinsey 2021 survey on the mind of Brazilian farmers in the digital age, a meeting in which we will discuss topics such as the farmer’s digital journey, the level of digital adoption in the buying and selling processes, technological investment and sustainability.

In partnership with the Brazilian Center for International Relations (CEBRI), Insper Agro Global promotes the webinar “The Farmer’s Mind in the Digital Era – McKinsey Pulse 2021” to debate the results of the study based on quantitative and qualitative research with farmers from different Brazilian sub-sectors and regions. We will also compare digitization in Brazil with Europe and the USA, and evaluate what we can expect in the years ahead.

For the debate, we brought together Nelson Ferreira, McKinsey’s senior partner and Latin America leader of the agriculture division, who will present the results of the study, Lutz Goedde, global leader of McKinsey’s agriculture and food practice division, Malu Nachreiner, country divisional head (CDH) Brazil at the Bayer crop science division, and Pedro Fernandes, director of agribusiness at Itaú-BBA. The opening speech will be carried out by Marcos Lisboa, president of Insper, and the mediation of the debate will be conducted by Julia Dias Leite, executive director of CEBRI, and Marcos S. Jank, coordinator of Insper Agro Global.

Insper Webinars – Insper believes that quality information based on evidence is essential to decision- making and to face the challenges posed by the surge of the new coronavirus. In this sense, the school has been promoting a series of online events, for free, to disseminate relevant content. They cover topics such as economic overview, labor aspects, legal tools applicable, challenges for the startups, leadership and management of remote teams, management of the working capital in times of crisis, impacts on supply chains, and coronavirus’ impacts on family businesses.

The webinar will feature simultaneous translation, portuguese / english.

Sign up and participate!


Date: 25/03/2021

Time: 18h00


03/25/2021 - Webinar: The Farmer’s Mind in the Digital Era – Mckinsey Pulse 2021

  • Este campo é para fins de validação e não deve ser alterado.



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You can access the weninar through the platform Zoom.


Julia Dias Leite

Executive director of CEBRI. She has been working in the field of International Relations for 20 years. She is the former Executive Secretary of the Brazil-China Business Council (CEBC). She is a Fellow at the Inter-American Dialogue and Chairman of the Board of Directors of Piemonte Holding.

Lutz Goedde

Senior partner at McKinsey and global leader in the agriculture and food practice division. He is the former deputy director at the Bill & Melinda Gates Foundation in the global agricultural development program and CEO of Alta Genetics. He holds a PhD in economics from the University of Bonn / Germany.

Malu Nachreiner

Country Divisional Head - Crop Science of Bayer in Brazil. She developed her career within the field of agribusiness between Monsanto and Bayer. She is an agronomist from Esalq-USP with an executive MBA from the Katz School of Business.

Marcos Lisboa

President of Insper, he is the former executive director of Itaú Unibanco, president of the Brazilian Reinsurance Institute and secretary of Economic Policy at the Ministry of Finance from 2003 to 2005. He has served as an assistant professor in the Department of Economics at Stanford University. He holds a PhD in economics from the University of Pennsylvania.

Marcos S. Jank

Senior professor of global agribusiness at Insper and coordinator of Insper Agro Global. Member of the CEBRI International Advisory Board.

Nelson Ferreira

McKinsey’s senior partner and Latin America leader of agriculture, where he has worked for more than 20 years as a consultant to agribusiness companies. He is an engineer with an MBA in strategy and finance from the Kellog School of Management.

Pedro Fernandes

Agribusiness Director at Banco Itaú BBA, where he has built his career. He is a mechanical production engineer with specialization from École Centrale Paris.