Yara advances in digital and announces entry into ConectarAgro

Committed to promoting the transformation of the sector through digitalization, Yara, the world leader in plant nutrition, announced its entry into ConectarAgro, a non-profit civil association that promotes the expansion of internet access in remote areas of Brazil, to connect people, machines and instruments, and enable the Internet of Things (IoT) in agriculture.

The entry is in line with the latest moves by the company, which this year launched its digital platforms for the online marketing of nutritional solutions and the acquisition of part of Orbia.

“Expanding connectivity in the countryside is essential to accelerating the sector’s transformation and, consequently, to promote social improvements that only digital inclusion makes possible. Therefore, we are increasingly investing in open innovation and innovative and resource-efficient digital tools so that farmers can produce more, optimizing the resources they already have and thus cultivating a positive food future for nature with smart and sustainable choices," stated Chantal Ghannam, director of Digital Solutions at Yara Brasil.

Formed by large agribusiness and technology companies, the ConectarAGRO association's mission is to expand connectivity in remote areas and transform the efficiency of agribusiness, promoting digital inclusion for those who live in the countryside. “One of the great differentials of Associação ConectarAGRO is the diversity of associated companies, in an unprecedented initiative of cooperation with the same objective: to connect machines, things and people. New members, such as Yara, will be able to contribute positively to connectivity and other important solutions that will compose the ecosystem in rural areas, bringing new alternatives to increase efficiency, productivity, cost control and the continuous improvement of the operation,” said Gregory Riordan, President of the ConectarAGRO Association.

By 2021, the association has already made it possible to connect more than 600,000 people in the countryside in more than 220 cities in eight Brazilian states and more than 25,000 kilometers of highways and roads, equivalent to more than six million connected hectares.

Digitization strategy

Yara is focused on establishing itself as the leading partner for farmers and the food supply chain in a sustainable way through initiatives based on digitization. The company announced this year the goal of reaching 25% of total product sales in Brazil through digital platforms by 2025.

Recently, the company started to sell its inputs online through two digital platforms, E-commerce and the Orbia marketplace. The objective is to contribute to the customer experience, with new ways of accessing the company's nutritional solutions and providing more visibility and reach to partner channels, cooperatives and resellers. The consumer can select the product they want autonomously in both online channels and rely on Yara's support and assistance.

In addition, in March, Yara launched Boa Colheita Produtores Rurais, its customer relationship program. The program provides customers with points that can be exchanged for services and solutions on Orbia's marketplace platform. To participate, simply purchase any of the brand's inputs in one of the physical or online sales channels and register the invoice in the Boa Colheita Rural Producers Program through the Orbia website. The entire regulation can be checked on the website.