Expointer receives more than 600 thousand visitors and highlights challenges facing agribusiness in Rio Grande do Sul
Quick Look
- Expointer, one of the largest agricultural fairs in Latin America, received more than 600,000 visitors in Rio Grande do Sul, with emphasis on the Family Farming Pavilion and more than 8,000 registered animals, including a Braford cow valued at R$500,000.
- Despite its success, the sector is facing declines in exports due to the 25% US tariff, resulting in a loss of US$42 million and increased unemployment, as it seeks to expand its presence in new markets such as Paraguay.
AI-generated summary
Why It Matters
Expointer is one of the largest agribusiness fairs in Latin America, held annually in Rio Grande do Sul, bringing together producers, livestock farmers and companies in the agricultural machinery sector.
In Rio Grande do Sul, more than 600 thousand people have already visited Expointer, one of the largest agricultural fairs in Latin America.
Anyone who passes by rarely leaves empty-handed. The Family Farming Pavilion brings together producers from various regions and is one of the most popular spaces at Expointer.
More than 8 thousand animals are registered at the fair. A cow broke the record for the value of the Braford breed in Brazil and was valued at R$500,000. An Angus bull, weighing almost a ton, is a genetic reference for the breed.
“Many thousand of his children, because he will go to a plant, will produce a lot of semen and will be distributed to the world”, says rural producer Elio Ottoni.
But not even the quality of the animals eliminates market uncertainty. Livestock farmers are following the European Union's restrictions on Brazilian meat with concern.
“We have to work harder and harder, produce earlier animals, put more technology in the field, produce more effectively, use new technologies to be able to cover these setbacks, let's put it that way”, says Anderson Fernandes, president of the Technical Council of the Santa Gertrudis Breed.
Expointer, one of the largest agricultural fairs in Latin America, receives more than 600 thousand people — Photo: Jornal Nacional/ Reproduction
The agricultural machinery sector represents Expointer's largest business volume. But, in 2026, exhibitors feel the effects of the drop in exports. A reflection of the 25% tariff imposed by the United States.
"We had a drop of almost 40% and a loss of US$42 million in the last 12 months. This culminated in more unemployment in the sector", says Claudio Bier, president of the Agricultural Machinery Industries Union of RS.
The strategy is to expand its presence in new markets. Paraguay already accounts for around 15% of the sector's exports.
"The machines, the mode of production, the productive intelligence, end up being from Brazil. So, nowadays, we have a replica of Brazilian production already in Paraguay. Brazil is a school, it is a success story that we take to all other countries, especially Paraguay", says Roger Maciel, president of the Brazil-Paraguay Chamber of Commerce.
What to Watch
AI outlook — possibilities, not facts
The agricultural machinery sector will seek to expand its presence in new markets such as Paraguay to offset declines in traditional exports.
Likely · Within months
Ranchers will increase investments in technology and earlier animals to meet the demands of the international market.
Likely · Within months
Open Questions
- What will be the long-term impact of the 25% US tariff on Brazilian agribusiness?
- Which new markets besides Paraguay are being considered for export diversification?
- How are small family farming producers being affected by changes in international trade?
