O B-RURAL stop limiting yourself to showing that agriculture and forestry have evolved. Now, it is time to engage in order to bring people closer, and everyone can be part of it.

From 2023, the initiative, funded by CONSULT and co-financed by the European Commission, has a goal: to bring society closer to agriculture and the forest and to make their evolution visible. In an increasingly urban country, the distance between those who produce and those who consume is growing, often distorted by intermediaries. The B-RURAL arises to reduce this distance, connecting people and experiences.

Start by Getting Attention

In the first phase, the focus was on putting the issue on the public agenda.

To do this, the B-RURAL launched a striking claim: “Agriculture and Forestry Have Evolved, Only You Haven't Noticed.” The message featured in outdoor advertising campaigns, videocasts, a press trip with journalists and various actions that brought the theme into the public space. The project has the institutional support of agricultural and forestry producer associations: ALPORC, ANPOC, ANPROMIS, ANSEME, APOSTLE, BIOND, Cap, CONFAGRI, CROP LIFE PORTUGAL, FNOP, PORTUGAL FRESH e PORTUGAL NUTS, partners who recognise the importance of bringing society closer to production.

Communicating to Engage

Two years later, the team realised that grabbing attention is only the first step. You need to engage to create a real connection. In 2025, o B-RURAL it has become a hub connecting agriculture, where producers, consumers and different voices can dialogue and share experiences. This new phase is organised into four lines of action:

• Encourage gatherings, with a presence at events such as AGROGLOBAL, Futurália and Ovibeja, to bring people closer together and promote direct contact with producers
• Promoting dialogue, supporting and publicising initiatives such as Crónicas Rurais on SAPO or the Faça Chuva Faça Sol programme, in order to open up new perspectives
• Promoting understanding through the sharing of relevant information, content on Rádio Observador, and indicators of evolution, showing what is really happening on the ground
• Amplifying perspectives by giving visibility to the diversity of people and experiences through campaigns, brand activations and real stories from producers

A new image for a long-term mission

O B-RURAL now present a more robust image, prepared to represent a long-term mission: connecting civil society with the realities of agriculture and forestry.

The work will continue to be developed by the Marketing and Communication team of CONSULT, committed to giving a voice to the evolution of these activities in a clear, rigorous and positive manner.

How to underline Rui Almeida, coordinator of the Marketing and Communication area of CONSULT“O B-RURAL was born to make the evolution of agriculture and forestry visible. In this new phase, we want to take the next step: to create connection. When producers and consumers meet, when they talk and share knowledge, perception changes. This is how we bring society closer to activities that are part of our present and our future. This mission is not CONSULT and of your partners, it belongs to all Portuguese people.”

The path always continues with the goal: to engage in order to bring closer.

Find out more at www.b-rural.com.

Take part via b-rural@consulai.com.