Exploring the Potential of the Metaverse in Agribusiness: A Vision for the Future

The concept of the metaverse has been drawing a lot of attention lately from companies as a possible transformative solution. However, for many, it is still seen as a distant concept, more geared towards entertainment than business reality.

However, it is essential to observe market trends and prepare for the future. In the context of the agricultural sector, where rural producers often operate in succession business models, it is crucial to consider how the next generation, immersed in the digital age, will shape the future of this sector. 

Today, many rural producers are passing their businesses to the next generation, which has grown up immersed in the digital world. These young individuals are accustomed to spending hours in virtual environments, such as those found in popular games like Fortnite, PUBG, and Free Fire, which already feature various real-world attractions. For instance, concerts by internationally recognized artists, such as Ariana Grande's "Turne da Fenda" within the game Fortnite.

And understanding these technologies will be essential for success in Brazilian agribusiness also, given that we are privileged in this aspect.

As opposed to what is happening in other countries where the average age of the population involved in agribusiness is getting older, as seen in the famous series Clarkson’s Farm (a British documentary series about Jeremy Clarkson and his farm, documenting Clarkson's attempts to manage a 1,000-acre (400 ha) farm), the population of our farmers is becoming increasingly younger.

According to a recent study by Ernst & Young consultancy, Brazilian farmers are over a decade younger than their counterparts in the United States and Europe. 

In 2013, the average age of Brazilian farmers was 48 years old, and today IBGE indicates an average age of 46 years old. This youthfulness of Brazilian agriculture is ripe for the acceptance of new technologies and new forms of interaction.

Furthermore, technologies complementary to the metaverse, such as augmented reality and virtual reality, are increasingly present and accessible. These technologies already enable immersive training, especially when real equipment is not available, and technological resources, such as virtual reality glasses, provide a virtual immersion that resembles the real experience of practice.

These innovations are also being implemented to streamline various processes within the agricultural sector. For instance, technicians can utilize virtual reality for remote maintenance, effectively bridging the gap between experts and agricultural equipment requiring assistance. In response to this evolving trend, companies in the agricultural sector are proactively adapting and incorporating the metaverse into their future strategies.

Allow me to illustrate how we, at Ciarama Máquinas, are embracing and leveraging these technologies. We're currently launching a metaverse with a virtual store to showcase our flagship products. Through this initiative, we aim to strengthen our commitment to farmers and meet them where they prefer to engage.

We believe that the Metaverse will enable our farmers to access our technologies 7 days a week and 24 hours a day, in a relaxed environment full of interaction and information. Our goal is to increasingly learn about these technologies and be closer to this new generation of farmers who are increasingly eager for different forms of interaction. 

For those who want to visit our store in the Metaverse, you can access the pilot environment at the following link: https://metaverso.ciarama.com.br

And to complete this relentless pursuit of technologies that enhance our ability to share and disseminate information, we are also using virtual reality glasses to integrate employees who are in different locations, allowing them to familiarize themselves with all company structures without the need for physical travel.

The use of augmented reality glasses, which is already a reality in equipment maintenance in the construction industry, is also being utilized here so that specialists can guide technical consultants and farmers in the field. In the case below, we have an operator in the field being instructed by a specialist located in our headquarters. 

With all this technology, we offer farmers quality service wherever they are, with the best specialist available.

In summary, the metaverse is emerging as a promising tool in agribusiness, not only for us at Ciarama Máquinas but also for the entire sector. It offers opportunities for innovation, training, and collaboration. By embracing and integrating these technologies, companies in the sector can position themselves to effectively address future challenges, thereby fostering growth and enhancing efficiency in Brazilian agribusiness.