It is with great enthusiasm that we dedicate this editorial to the initiative B-RURAL, an ambitious action aimed at disseminating and highlighting the continuous evolution of the agricultural and forestry sectors in Portugal. Promoted by CONSULT and co-financed by the European Commission, o B-RURAL emerges in a context in which 32% Of the Portuguese, 53% still believe that agriculture has not evolved in recent years, according to a study by CESOP, Católica Portuguese University.
In a country where the rural and urban worlds often seem distant, the B-RURAL It emerges as a bridge between these realities. Its mission is clear: to show that agriculture and forestry in Portugal have evolved significantly, highlighting the modernization, innovation, and sustainability of these sectors.
Through various strategies, such as listening to stakeholders, training the sector’s agents in communication, promoting the rural world, involving the university community, and collaborating with the media, the B-RURAL The goal is to raise awareness and inform society about the importance and vitality of these sectors.
The shares of B-RURAL They are bearing visible fruit.
From press trips that provided an immersion in modern agriculture to fifty-one billboard campaigns in Lisbon that communicate the relevance of the agricultural sector in prominent urban areas, the impact of the initiative has been significant.
Also on social media, the B-RURAL gains dimension: on LinkedIn, Facebook and Instagram, The content of the initiative reached three thousand users. Rapidly, the initiative resonated in generalist media, with publications appearing in newspapers such as the Observador, Jornal de Notícias, Público, Diário de Notícias or Jornal Económico. Analyzing metrics of the articles with the most prominence in the press, we can conclude that B-RURAL It reached more than a million readers.
We also highlight the sectoral workshops, consulting all sectors and bringing together almost seventy sectoral representatives, and the cooperation protocols signed with six university student associations, which demonstrate the commitment of the university community. B-RURAL in involving the sector as a whole and empowering future generations for the agricultural and forestry sector.
At the recent “Communicating Agriculture in One Voice” event, which brought together sixty participants in the VdA space, Vieira de Almeida, The Society of Lawyers made it clear that effective and well-founded communication is essential to address current challenges and build a future for the sector on the political and media agenda.
O B-RURAL It is envisioned as a comprehensive platform that aims not only to address the economic, social, and environmental evolution of these sectors, but also to highlight their importance for society as a whole. In closing this editorial, we reinforce the invitation to the associations of the sector to embrace this initiative in a more participatory and strategic manner. Together, we can expand the reach of the messages B-RURAL and build a dynamic and promising future for agriculture and forestry in Portugal. Because, as the B-RURAL,“Agriculture has evolved; only you haven't noticed!”