Pictured left to right: Amanda Thrasher, Andrew Teagle, Mario Ortez, McKenzie Marker, and Colby Critchfield. Photo courtesy of Mario Ortez.
Pictured left to right: Amanda Thrasher, Andrew Teagle, Mario Ortez, McKenzie Marker, and Colby Critchfield. Photo courtesy of Mario Ortez.

In June 2025, the Kohl Centre's Fellows traveled to Ribeirão Preto, São Paulo, Brazil, to compete in the International Food and Agribusiness Management Association (IFAMA) student case competition with Mario A. Ortez, collegiate assistant professor of agribusiness and entrepreneurship and James A. and Renae C. Pearson Collegiate Faculty Fellow.

Brazilian citizens were very welcoming and gracious, making the experience extremely memorable and exciting. We highlight some details of our trip below, including the Case Study Competition, the Global Business Forum, the Academic Symposium, the Industry Tours, and the cultural experiences that we were able to enjoy.

"At the Kohl Centre, we provide extraordinary and unique experiential learning opportunities," said Le Wang, professor, David M. Kohl Chair, and director of the Kohl Centre. "We're proud to be part of a journey that empowers students to explore, engage, and learn beyond the classroom."

“This was a great opportunity for our Fellows,” said Ortez. “It was incredibly rewarding to see our students grow through international collaboration, apply their skills on a global stage, and return with a deeper understanding of the complex dynamics shaping global agribusiness.”

Student Case Competition

Hokies pose with Harven Agribusiness School students. Photo courtesy of Andrew Teagle.
Hokies pose with Harven Agribusiness School students. Photo courtesy of Andrew Teagle.

The student case competition was held at Harven Agribusiness School, a newly established institution in Brazil focused on preparing future leaders in agribusiness. Our team joined undergraduate students from around the world to compete in solving real-world business challenges under tight time constraints.

We were first assigned a case focused on SLC Agrícola, one of Brazil’s largest grain producers, which operates 23 farms across seven states and cultivates over 730,000 hectares of corn, soybeans, and cotton. Notably, SLC Agrícola was the first agribusiness in Brazil to go public on Bovespa (the São Paulo Stock Exchange), setting a precedent for transparency and innovation in the country’s agribusiness landscape. Acting as consultants, we developed a strategic expansion plan for the company, analyzing market trends, financial data, and operational risks, and presented our recommendations to a panel of academic and industry judges, which included SLC executives.

Our team was selected to advance to the semi-final round, where we worked on a similar case involving Atvos, a leading Brazilian bioenergy firm. This round required a deeper understanding of renewable energy markets and agribusiness supply chains in Brazil, specifically within the sugarcane industry. Although we did not advance to the grand finale, we placed among the top eight undergraduate teams globally. The experience was challenging, fast-paced, and highly collaborative, and pushed us to apply analytical thinking, teamwork, and professional communication at a high level.

Global Business Forum

image of people on a stage
Photo courtesy of Mario Ortez.

During the forum, a variety of presentations focused on bioenergy and sustainability, offering interesting perspectives from professionals across many different industries. A key topic of discussion was the role of artificial intelligence (AI) and its potential applications in shaping the future of agricultural fields. One of these was the advancements in autonomous spray drones and airplanes that can save up to 72 percent of spraying costs by specific application. The forum was excited about integrating more AI into agriculture.

Throughout the forum, we interacted with companies from a multitude of industries, one of which stood out was Carmuese. One of their products, which they discussed during their panel and individually with us, was their protective coating for citrus fruit. It acted as an insulator to keep the fruit from overheating or freezing. It also helped the fruit from developing any impurities and prepared it for harvest.

Other standout participants included:

  • Aidan Connolly, president of AgriTech Capital and IFAMA (Ireland), presented on the real impact of AI in food and agriculture, drawing from a recent global expert survey.
  • Beth Bechdol, deputy director general of the UN-FAO (Italy), emphasized the need to create resilient food markets through inclusive and innovative practices.
  • Aurélio Pavinato, CEO of SLC Agrícola—Brazil’s largest grain and cotton producer and the first in its sector to go public—joined a keynote on the future of farming.
  • Silvia Massruha, president of Embrapa (Brazil), a national research leader in agricultural innovation
  • Walter Schalka, board member at Suzano, Latin America’s largest paper producer, discussed how sustainability drives competitive advantage
  • Juliano Tarabal, from the Federation of Cerrado Coffee Growers—one of Starbucks’ major suppliers—shared insights on how cooperatives elevate small producers in global value chains.

These sessions underscored how cross-sector collaboration and emerging technologies are reshaping the agricultural landscape.

Brazil’s Agri-food Industry On the Ground

students standing in front of silos
Photo courtesy of Colby Critchfield.

Cooxupé

We had the opportunity to visit one of Cooxupé’s main processing plants in Guaxupé in the southern region of Minas Gerais, Brazil. Cooxupé is the largest coffee cooperative in Brazil and one of the most influential in the world. We explored the cooperative’s industrial facility and storage warehouses, learning about its history, logistics, and infrastructure. We also had the chance to sample some of their coffee. Cooxupé works closely with local producers, with 96 percent of its coffee coming from small Brazilian farmers. These growers benefit from flexible storage options, as they can keep their coffee beans in warehouses for years and sell them whenever they choose, without being tied to specific contracts or market conditions.

The processing plant itself was highly organized, with a strong emphasis on traceability. Each coffee bag is marked with unique identification tags that detail the coffee’s origin, type, and harvest date. From the arrival of raw beans to final packaging, every step is carefully monitored to ensure safety, quality, and compliance with international standards. The facility’s layout and automated processes enable a smooth flow of materials, reducing waste and downtime while maximizing efficiency and minimizing the need for manual labor.

Reflecting the cooperative’s commitment to community, Cooxupé actively supports local society through various initiatives. Carlos Augusto Rodrigues de Melo, president of Cooxupé, shared that the cooperative invests in local hospitals, partners with educational programs, and even helped sponsor a circus performance for the community.

A taste of Brazil: a drink made from locally grown sugarcane. Photo courtesy of Andrew Teagle.
A taste of Brazil: a drink made from locally grown sugarcane. Photo courtesy of Andrew Teagle.

São Martinho

Located approximately 50 minutes by car from central Ribeirão Preto, the São Martinho sugarcane operation, one of the largest in the world, showcases a robust, vertically integrated model that encompasses propagation, harvesting, and byproduct processing. The surrounding agricultural landscape features extensive sugarcane cultivation, with stalks lining the roadside for several miles, mirroring similar crop distributions found in rural regions of the United States.

The facility includes a dedicated propagation site where best practices for planting and maintaining sugarcane are implemented. Additional infrastructure comprises milling operations and large-scale storage areas. São Martinho’s processing systems are designed for operational flexibility, allowing the production of either ethanol or sugar based on prevailing market demands. The transition between outputs can be completed within a few days.

Additionally, a rail port is situated adjacent to the mill. While owned by a separate company, the railway plays a vital role in logistical operations. Track placement is optimized to facilitate efficient transport from the production line to outbound distribution. The station is conveniently located right next to its product, allowing for efficient loading and shipping.

Overall, the scale and operational sophistication of São Martinho's facility reflect advanced agricultural and industrial integration, particularly notable for a crop not commonly cultivated along the United States' east coast.

Academic Symposium

Photo courtesy of Colby Critchfield.
Photo courtesy of Colby Critchfield.

The Academic Symposium involved leading scholars and rising voices from across the world presenting groundbreaking research shaping the future of food, agriculture, and sustainability. Here, an international community of academics tackled the world’s most urgent challenges–from climate resilience and food security to supply chain innovation and agtech adoption. We detail some of the presentations we attended below.

Colby: I attended a presentation by Shaheer Burney, an assistant professor at the University of Wisconsin. He shared the findings of his case study titled “What Makes Dairy Farms More Sustainable? Economic, Demographic, and Sociological Determinants of Utilizing Sustainable Practices in Wisconsin.” Burney discussed the increasing consolidation of dairy farms in Wisconsin and how larger-scale operations are more likely to adopt sustainable practices such as no-till farming and crop rotation. He emphasized that farms struggling with profitability rarely implement these practices, as the immediate costs tend to outweigh the short-term benefits. According to his research, encouraging widespread adoption of sustainable methods will require government subsidies to offset initial costs and bridge the gap until long-term benefits are realized. I found this presentation particularly insightful because it confirmed my expectation that economic viability plays a crucial role in the decision to adopt sustainable farming practices.

McKenzie: I attended a presentation by Juliano Marques from Purdue University titled “Inside the Minds (and Wallets) of Oat Milk Enthusiasts: Consumer Motivations, Preferences, and Price Sensitivity.” The presentation was part of ongoing research tied to the “Diversification of the Corn Belt” initiative, which focuses on expanding agricultural markets in the American Midwest. Currently, most oats used in oat milk production are imported from Canada, and this research explored the potential for increasing domestic oat cultivation in the U.S., particularly in the Midwest.

The core of the research examined how different product attributes influence consumer psychology, along with the benefits and trade-offs consumers perceive. It explored how factors, including nutritional value, sustainability, and sensory preferences–such as taste and texture–influence consumer decisions. The researchers also discussed the power of specific marketing “buzzwords” that can sway people to choose oat milk over other alternatives.

Although this was just one of several presentations I attended, it stood out to me. It was fascinating to learn how consumer behavior connects back to broader agricultural trends and how a product as simple as oat milk is tied to complex questions about domestic crop diversification and U.S. agriculture.

Andrew: I attended a presentation by Lindikaya W. Myeki from the Department of Agricultural Economics & Extension at North-West University in South Africa titled “Market Resilience and Diversity in Fresh Produce Markets.” This discussion focused on South African fresh produce markets. One reason I chose to attend Myeki’s discussion was to learn more about how produce markets in the United States contrast with those internationally. I was also curious about how produce markets respond to challenges, including economic, social, and political struggles.

Myeki first outlined the four stages of fresh produce markets: origin, formalization, decline, and revitalization. This framework helped provide a clearer understanding of how markets evolve and undergo transitions that impact their structure and development. Myeki’s research also highlighted variations in fresh produce markets across South Africa using real statistics from 2017 to 2021. I learned that markets in metropolitan areas are well diversified and involve various types of workers, while those in less populated regions tend to be more uniform and specialized. Additionally, I learned that the demand for fresh produce increased during 2020 and 2021, likely due to COVID-19 and growing personal health concerns.

Perhaps the most interesting takeaway was the list of commodities essential for fresh produce markets to thrive in South Africa: potatoes, onions, tomatoes, and bananas. From my experience working at a produce market in my hometown, tomatoes have consistently been a primary commodity that has enabled the business to flourish; potatoes, onions, and bananas, on the other hand, have played a more supporting role in maintaining stable sales.

I enjoyed this presentation due to my experience working at a produce market in my hometown, along with Myeki’s passion and insight on the topic. Thanks to this presentation, my overall knowledge of fresh produce markets has expanded, and I now have a deeper appreciation for the complexities and challenges these markets face, both domestically and internationally.

Amanda: My favorite presentation in the Academic Symposium was titled “Modelling the Determinants of Maize Irrigators’ Intention to Adopt Water-Saving Technology in South Africa” by Markus Monteiro, Y. T. Bahta, and H. Jordaan of the University of the Free State (South Africa). This is an important topic in South Africa, as maize is a key crop for the country, which also faces a typical water-scarce environment, as described by the authors.

This presentation focused on the strategy of agriculture’s role in working towards Sustainable Development Goals by 2030, particularly irrigation in South America, with its farmers' adaptation. The goal of water irrigation in this scenario was to maintain crop productivity while reducing water. This study aimed to investigate the viability of irrigators in adopting water-saving technologies (WSTs) within the Orange Riet Irrigation Scheme of the Free State Province, South Africa, using the Theory of Planned Behavior. It then conducted its analysis about discovering factors influencing the adoption of WSTs among maize irrigators, such as barriers, accessibility, and education.

What I found interesting was the analysis of factors and correlations related to participation. It was broken down into socio-economic characteristics, which were identified as factors that affected participation. I appreciated how the authors provided feedback on how to encourage the adoption of WSTs in the Orange Riet Irrigation Scheme, such as utilizing social influences, especially within the local community, or working towards education about WSTs.

Festa Junina

Fogo de chão: a traditional Brazilian cooking method with fire-roasted meats and fruits. Photo courtesy of Andrew Teagle
Fogo de chão: a traditional Brazilian cooking method with fire-roasted meats and fruits. Photo courtesy of Andrew Teagle

After the academic symposium concluded, Harven Agribusiness School hosted a traditional Brazilian festival and celebration, Festa Junina, at Dabi Business Park. The event featured customary foods, drinks, and dances, along with festive decorations and a live band. It provided a valuable opportunity to engage with and appreciate an important part of Brazilian culture. With conference participants from over 40 countries in the world, the party also introduced us to a variety of exciting individuals, allowing us to make new friends and spark unique connections.

IFAMA Young Board Quiz Bowl

Photo courtesy of Mario Ortez.
Photo courtesy of Mario Ortez.

This event took place at Kauai Botânico and featured multiple rounds of trivia. Randomly assigned to teams, each of us worked with our groups to tackle a wide range of questions–not just about agriculture, but also Brazilian and US culture, music, sports, global pop culture, and more. In contrast to the professional and academic events we had attended thus far, the quiz bowl offered a relaxed atmosphere where we could enjoy delicious food and drinks and have fun with new companions. We not only learned several interesting facts but also got to know each other better and created lasting memories through teamwork and shared laughter in a casual setting.

Reflection and Gratitude

Photo courtesy of Mario Ortez.
Photo courtesy of Mario Ortez.

This trip was an incredible experience that provided valuable insights into the agribusiness industry and numerous opportunities to refine our professional skills and broaden our networks. We are deeply grateful to the Kohl Centre at Virginia Tech and the College of Agriculture and Life Sciences Global for making this opportunity possible and allowing us to engage firsthand with businesses, professionals, students, and academics in other countries and proudly represent Hokie Nation.

We would also like to thank Dr. Ortez for serving as our advisor and mentoring us through our case competition practice sessions, providing constructive feedback that enabled us to reach the semi-final round. Finally, we would like to thank Melissa Vidmar, Marketing, Communications, and Partnerships Manager, and Virginia Tech’s Global Education Office for facilitating this trip and ensuring a well-organized and enriching experience.

You can view the entire photo album journey at https://adobe.ly/44TSfCh.

About our Fellows