What Globo Rural does

Globo Rural is a Brazilian digital agricultural media platform operated by Editora Globo S/A, a subsidiary of Grupo Globo, Brazil's largest media conglomerate. The platform provides news, market analysis, weather forecasts, commodity price tracking, and educational content to Brazilian farmers, rural producers, agronomists, and agribusiness professionals. Coverage spans all major crop sectors (soybeans, corn, wheat, rice, coffee, cotton, sugarcane, citrus, horticulture) and livestock segments (cattle, dairy, poultry, swine, sheep, fish), plus agribusiness verticals including cooperatives, inputs, machinery, sustainability, and agricultural policy.

The core product is the Portal Globo Rural (globorural.globo.com), built on a digital news and content management system that aggregates real-time commodity data from Valor PRO for the 'O agro na Bolsa' (exchange) and Mercado Físico (physical market) sections, and weather forecasting from FieldPRO for the 'Previsão do Tempo' section. The platform extends across three podcast brands (Globo Rural Cast, CBN Agro, Palavra do Campo), a digital magazine (Revista Globo Rural), and special editorial initiatives including Fazenda Sustentável, Melhores do Agronegócio, Caminhos da Safra, and Agro é Delas.

The business model is consumer-facing media monetized primarily through digital advertising (display and sponsored placements) and branded content partnerships, with SENAR as a core partner in the 'Conteúdo de Marca' branded content section alongside PressWorks and Pulse Brand. Content is free to readers; premium in-depth editorial is available through a separate digital magazine subscription. The platform is distributed exclusively within Brazil, primarily through owned digital channels (website, podcasts, email newsletter) and integration with the broader Grupo Globo media ecosystem. The company is a non-listed private operating division, with 54 reported employees, and is not a target of outside private equity or independent investment.

Name

Globo Rural

Legal name

Editora Globo S/A

Website

https://globorural.com.br

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Globo Rural is a Brazilian digital agricultural media platform operated by Editora Globo (Grupo Globo), providing news, commodity prices, weather forecasts, podcasts, and editorial content to farmers, agronomists, and agribusiness professionals across Brazil, monetized through digital advertising and branded content partnerships.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Digital Advertising: Display advertising and sponsored content placements on the globorural.globo.com platform, targeting agribusiness professionals and rural producers with relevant products and services.
2. Branded Content: Sponsored content sections including 'Conteúdo de Marca' partnerships with organizations such as SENAR, providing educational agricultural content in partnership format.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Globo Rural is a free Brazilian digital news portal that publishes daily agribusiness journalism, weather forecasts, commodity price tracking, and market analysis for farmers, rural producers, and agricultural professionals. The platform extends through branded podcasts (Globo Rural Cast, CBN Agro, Palavra do Campo), a digital magazine, and sponsored branded content sections targeting the Brazilian agricultural audience. Revenue is generated through display advertising and branded content partnerships integrated into the editorial platform.

Product overview

Globo Rural is a comprehensive agricultural media platform operated by Editora Globo (Grupo Globo), offering a unified digital ecosystem for Brazilian agribusiness coverage. The core offering is the news portal (Portal Globo Rural) which provides real-time agricultural news, market quotes (Cotações) for commodities like soybeans, corn, coffee, and cattle, and personalized weather forecasting (Previsão do Tempo). The platform extends through multiple content channels including three podcast brands (Globo Rural Cast, CBN Agro, Palavra do Campo), a digital magazine, and special initiatives like Fazenda Sustentável and Melhores do Agronegócio ranking. Additional features include GR Responde for expert Q&A, Vida na Fazenda with practical farming guides, and events coverage. The platform covers all major agricultural sectors from crops (soybeans, corn, wheat, coffee, cotton, sugarcane, citrus) to livestock (cattle, poultry, swine, sheep, fish, dairy).

Differentiator

Problem solved

Functional benefit

Products and services

• Portal Globo Rural Comprehensive digital news portal covering Brazilian agriculture, livestock, and rural business, providing daily news, market analysis, weather forecasts, and commodity prices for farmers and agribusiness professionals.
• Previsão do Tempo (Weather Forecast Service) Personalized weather forecast service providing climate alerts and agricultural weather predictions, integrated with FieldPRO for weather data.
• Cotações Agropecuárias (Agricultural Commodity Price Tracking) Agricultural commodity price tracking service showing real-time quotes for sugar, soybeans, cattle, corn, and coffee, including stock market listings and physical market prices.
• Globo Rural Cast Podcast channel featuring agricultural news, interviews, and market commentary in audio format, distributed via podcast platforms.
• CBN Agro Agricultural podcast in partnership with CBN radio network, covering market trends, commodities, and agribusiness news in audio format.
• Palavra do Campo Podcast series focused on rural life, agricultural practices, and farming techniques, distributed via podcast platforms.
• Revista Digital Globo Rural Digital version of the printed magazine featuring in-depth agricultural journalism, special reports, and photo galleries, available via revistadigital.globo.com.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core.

• Valor PROcoreTechnology or IntegrationFinancial data provider supplying real-time commodity price data for the 'O agro na Bolsa' (agriculture on the stock exchange) section. Provides stock quotes for agricultural companies including São Martinho, SLC Agrícola, BRF, and Cosan.
• Editora GlobocoreStrategic or Co-development PartnerParent publishing company of Globo Rural, part of Grupo Globo ecosystem. Provides editorial infrastructure, brand credibility, and distribution through the broader Globo media network.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Folha de S.Paulo: Folha de S.Paulo is one of Brazil's leading general newspapers with dedicated agribusiness coverage. It competes for Brazilian agribusiness advertising and audience attention but is not specialized in agriculture.
• Valor Econômico: Valor Econômico is Grupo Globo's flagship business newspaper with deep agribusiness coverage. While not a dedicated ag platform, it competes for agribusiness advertising and policy/market-news audience overlap with Globo Rural, and supplies the Valor PRO data feed Globo Rural uses for Cotacões.
• Época Negócios / Globo news brands: Other Grupo Globo business and general-news brands compete for a share of agribusiness advertising and audience within the same parent ecosystem. They are comparable because they share sales infrastructure, content syndication, and overlapping advertiser bases with Globo Rural.
• Reuters (agribusiness coverage): Reuters provides international agribusiness and commodity news that Brazilian producers and exporters consume. It competes for agribusiness executive mindshare and international advertising budgets, and represents the global benchmark for commodity reporting that Globo Rural covers at a domestic level.

Direct peers

• Agrolink: Agrolink is a long-established Brazilian agricultural portal providing news, market quotes, weather, and farmer directories. It competes with Globo Rural for digital agribusiness audience attention and advertiser share in Brazil.
• Notícias Agrícolas: Notícias Agrícolas is a Brazilian ag news and commodity price platform, with strong emphasis on real-time quotes and weather. It directly overlaps with Globo Rural's Cotacões and Previsão do Tempo features and serves the same rural producer audience.
• Canal Rural: Canal Rural is Brazil's other major agribusiness media platform, offering TV broadcasting, news portal, market data, and event coverage. It competes head-to-head with Globo Rural for agribusiness audiences, branded content dollars, and market data engagement in Brazil.

Regional players

• Farm Progress: Farm Progress is a major US farm media company offering digital news, market data, and event coverage for row-crop and livestock producers. It is comparable to Globo Rural in product mix and vertical focus but operates in a different geography.
• Successful Farming: Successful Farming (Agriculture.com) is the leading US ag media brand with digital news, market data, and equipment coverage. It is comparable in product mix (news + market data + podcasts) but serves North American producers rather than Brazilian ones.

Emerging players

• BeefPoint: BeefPoint is a Brazilian digital media and education platform focused on beef cattle production. It competes with Globo Rural's Pecuária/Boi content and represents the niche, segment-specific media model that could fragment Globo Rural's livestock audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/globorural

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Globo Rural