BOSTON (USA) – Farm has achieved a level of brand internationalization that few companies can achieve: being easily recognized in most of the world just by the prints on its clothing items. And the path for other companies to reach this status is promising, according to the CEO of Farm Global, Fábio Barreto.
“We have a mongrel syndrome, but people are eager for more Brazil in the world, for several reasons,” he said during his participation in the panel at the MBA Brasil 2025 Conference.
Barreto assesses that the main bottleneck in Brazil is professionals: “We have incredible creativity, there will be no shortage of raw materials, what we lack are people who dedicate themselves and do the right thing, to translate this creativity into something monetizable in the United States, Europe and Asia, transforming everything into a business.”
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He reinforces that the time has come for the Brazilian people to also be recognized as executives: “In addition to being a fun people, we have everything it takes to make things happen and achieve this recognition.”
Alberto Cordeiro, strategy director at Natura, who mediated the panel, recalled that “Brazil is active even for those who are not Brazilian”, citing the example of the cosmetics brand Sol de Janeiro, which, despite working on “Brazilianness”, is Korean.
An important step towards this type of recognition, according to Fernanda Romano, former CMO of Alpargatas and member of the panel, is “understanding the location”.
In the case of Germany, for example, she said that the Havaianas strips were not well regarded. “We need to be aware of this and, like Farm, create an identity, be recognized. The brand is the value that ‘decommoditizes’ and gives greater meaning”, he added.
Fábio Barreto, Fernanda Romano and Alberto Cordeiro participated in the fourth edition of the MBA Brasil Conference. This year, 300 Brazilian students were present at the MIT Media Lab, in Boston, United States, and listened to lectures on topics such as AI, market transformations, sustainability, digital transformation and much more.
*The reporter traveled at the invitation of MBA Brasil
