Allianz Parque, known for hosting great shows and football games in São Paulo, became a stage of agribusiness again. In this second edition, Global Agribusiness Festival (Gafff), held by XP in partnership with Datagro and Corteva Agriscience, recorded a 75% jump in the public, reaching 35,000 participants, compared to the 20,000 debut in 2024.
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To the InfomoneyLisandro Lopez, the XP CMO, stressed that the sector represents a strategic front for both the country and the financial institution.
“Agro is Brazil that worked. Exports productivity, technology and, increasingly, innovation”
According to Lopez, embracing the gafff was a “natural choice” and a bet that already yields fruits. “It was like reliving what we did with Expert XP 15 years ago, only now with Agro,” he compares, citing the XP investment event that became a global reference.
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In the executive’s view, the Gafff materializes Faria Lima’s desire to approach the field. Lopez says the way chosen for this was the opposite. “We brought the field to São Paulo,” he explains, highlighting the choice of Allianz Parque as a symbol of the largest economy in Latin America. “Agro deserves a prominent place.”
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Growth Plans
With the second edition of the event ending this Friday, Lopez reveals that the planning of the third edition, for 2026, is already in the radar. The executive does not rule out the possibility of, in the future, conducting international versions of the event. “Why not a Dubai Gaffff or even a Singapore Gaffff?”
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Lopez also stressed that the internal engagement of employees, along with the search for corporate tickets and dinners, signal that Gafff no longer just a marketing initiative, making a key piece in XP’s commercial strategy.
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According to the CMO, XP has also been present at other sector events, including regional. Still, Gafff is the great “umbrella”, being the main stage where the company can materialize its strategic vision for agro.
“Agro has a lot to say not only to Faria Lima, but to Brazil and the world”
Largest Agro Culture Festival
Gafff is the largest agro culture festival in the world. Meeting point for discussion of the trends, innovations and challenges of agribusiness, has a programmed of 35 panels and 100 speakers distributed in three simultaneous stages.
Almost 200 companies in the sector were present. In addition to the content of the lectures, the event featured a business, tasting and gastronomy classes and musical shows.
