MarkEsalq

What MarkEsalq does

MarkEsalq is a non-profit university research and extension group at ESALQ/USP (Escola Superior de Agricultura Luiz de Queiroz, University of São Paulo), headquartered in Piracicaba, São Paulo, Brazil, and founded in 2011 by Prof. Dr. Eduardo Eugênio Spers. The organization provides professional marketing consulting services to the food and agribusiness sector, organized around three core service pillars: Strategic Advisory (planning, branding, visual identity, inbound marketing, packaging design), Digital Solutions (social media management, Google Ads, SEO, and Google Meu Negócio optimization), and Research (market research, consumer behavior analysis, and eye tracking technology). The group delivers services through project-based consulting engagements with a small core team of approximately 8 people supplemented by ESALQ students and faculty, having completed projects for clients including SIMESPI, COOPAMSP, Pinheiro Máquinas Agrícola, MSD Saúde Animal, ANAMACO, and Sanavita across food, agribusiness, animal health, and adjacent verticals.

Revenue is generated through project-based consulting fees, event registrations (EMAA, COMA, MarkClass), and training programs, with no publicly disclosed revenue figures. The organization does not seek external capital; no funding rounds, parent companies, or subsidiaries are evidenced. Beyond client services, MarkEsalq runs an academic content engine including the monthly Boletim MarkEsalq publication (ISSN 2318-9819), the MarkBlog platform with over 150 articles, and recurring events — EMAA (13 editions, 200+ participants annually), COMA (8th edition), and MarkClass (semiannual since 2022) — which concurrently serve as awareness, networking, and demand generation channels. The go-to-market is a hybrid of sales-led direct consulting and event-driven acquisition, primarily regional to São Paulo state.

Name

MarkEsalq

Legal name

MarkEsalq - Grupo de Pesquisa e Extensão em Marketing e Gestão da ESALQ/USP

Website

https://markesalq.com.br

Company type

Private

Founded year

2011

Operating status

Operating

Short description

MarkEsalq is a non-profit research and extension group at ESALQ/USP in Piracicaba, Brazil, founded in 2011, providing project-based marketing consulting — strategic advisory, digital solutions, and consumer research including eye tracking — to food and agribusiness clients, supplemented by events and academic publications.

Ownership category

akta.pro rank

Product category

Marketing Consulting Services

NAICS

Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industry

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ)

Keywords

• Agribusiness marketing research
• Consumer behavior analysis
• Digital marketing solutions
• Brand strategy advisory
• Marketing consulting services

Headquarters

HQ city

Piracicaba

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Marketing Consulting: Project-based consulting services for businesses in food and agribusiness sectors, including strategic advisory, branding, market research, and digital marketing solutions
2. Training and Courses: Management and marketing training programs delivered to interested audiences, including open classes and specialized workshops
3. Event Organization: Organizing and hosting industry events including EMAA, COMA, and MarkClass with registration fees and potential sponsorship revenue

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

MarkEsalq delivers professional marketing consulting services to businesses in the food and agribusiness sector, structured around three pillars: Assessoria Estratégica (strategic advisory covering branding, visual identity, inbound marketing, and packaging design), Soluções Digitais (social media management, digital marketing, Google Ads, Google Meu Negócio, and SEO), and Pesquisa (market research and consumer behavior analysis using eye-tracking technology). Services are delivered by student-faculty-professional teams and quoted on a project basis.

Product overview

MarkEsalq is a research and extension group at ESALQ/USP offering marketing consulting services organized around three core pillars: Strategic Advisory (planning, branding, visual identity, inbound marketing, packaging design), Digital Solutions (social media, digital marketing, Google Ads, SEO), and Research (market research, consumer behavior analysis, eye tracking). The organization also produces educational content through the monthly Boletim MarkEsalq (ISSN 2318-9819) and MarkBlog platform, and hosts events including EMAA, COMA, and MarkClass. MarkEsalq provides professional services to the food and agribusiness sector, having completed projects for organizations including SIMESPI, COOPAMSP, and Pinheiro Máquinas Agrícola.

Differentiator

Problem solved

Functional benefit

Products and services

• Assessoria Estratégica (Strategic Advisory) Strategic advisory services focused on strengthening client brands through planning, branding, visual identity creation, inbound marketing, and packaging design. Targeted at companies in the food and agribusiness sector.
• Soluções Digitais (Digital Solutions) Digital solutions including social media management, digital marketing, Google Ads, Google Meu Negócio optimization, and SEO services. Targeted at companies seeking to strengthen their digital presence.
• Pesquisa (Research) Market research, consumer behavior analysis, and eye-tracking studies to guide strategic decision-making for client businesses. Targeted at organizations needing empirical insights into consumer and market dynamics.
• Boletim MarkEsalq Monthly academic and professional publication on marketing with ISSN 2318-9819, covering diverse topics in partnership with industry professionals. Targeted at marketing students, professionals, and industry stakeholders.
• EMAA (Encontro de Marketing em Alimentos e Agronegócios) Annual marketing event gathering over 200 participants for approximately 10 hours of immersion through lectures and workshops with industry professionals in the food and agribusiness sector. Registration is handled through third-party platforms.
• COMA (Congresso de Marketing em Alimentos e Agronegócios) Academic congress for presenting and socializing scientific research related to marketing in the food and agribusiness sector. Targeted at researchers, students, and industry professionals.
• MarkClass Semi-annual thematic immersion event promoting Boletim MarkEsalq content and covering marketing topics across various market products and services. Launched in 2022.
• Training and Courses Management and marketing training programs delivered to interested audiences, including open classes and specialized workshops. Includes engagements such as sales training delivered to MSD Animal Health.

Quantifiable outcome

• EMAA event has run for 13 editions with 200+ annual participants
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core, minor and moderate.

• ESALQ/USPcoreStrategic or Co-development PartnerMarkEsalq is a research and extension group of the Department of Economics, Administration and Sociology at ESALQ/USP. The university provides institutional support, faculty expertise, and student talent pipeline.
• SIMESPIminorStrategic or Co-development PartnerCompleted marketing consulting projects for SIMESPI over the years.
• COOPAMSPminorStrategic or Co-development PartnerCooperativa de Leite do Campo - conducted market research on cheese consumption and other consulting projects.
• Pinheiro Máquinas AgrícolaminorStrategic or Co-development PartnerCompleted marketing consulting projects for the agricultural machinery company.
• ABMRA (Associação Brasileira de Marketing Rural e Agronegócio)moderateStrategic or Co-development PartnerRicardo Nicodemos, ABMRA President, serves as MarkEsalq advisor. ABMRA is a key industry association in Brazilian agribusiness marketing.
• CONABminorOthersSérgio de Zen, Director of Agricultural Policy and Information at CONAB, participates as speaker at EMAA events.
• PENSA/Illy CaféminorStrategic or Co-development PartnerConducted market research on coffee consumption behavior for PENSA/Illy Café.
• IMAFLORAminorStrategic or Co-development PartnerConducted coffee certification market research in partnership with IMAFLORA.
• MSD Saúde AnimalminorStrategic or Co-development PartnerDelivered sales training services for MSD Animal Health.
• ANAMACOminorStrategic or Co-development PartnerConducted building materials retail market research for ANAMACO.
• DoityminorChannel Partner/ Reseller/ DistributorThird-party event registration platform used for EMAA and COMA event registrations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• ABMRA (Associação Brasileira de Marketing Rural e Agronegócio): Brazil's leading agribusiness marketing industry association, whose president serves as advisor to MarkEsalq. ABMRA is thematically aligned (agribusiness marketing) and serves a similar stakeholder ecosystem but as an association rather than a consulting group.
• FGV EAESP (Fundação Getúlio Vargas): Top Brazilian business school that runs research centers and executive programs intersecting with marketing and management. Comparable as a Brazilian academic institution that bridges research and corporate engagement, although with a much broader mandate than MarkEsalq's food/agribusiness focus.

Regional players

• ESPM (Escola Superior de Propaganda e Marketing): Premier Brazilian academic institution focused on marketing, advertising, and communications. Like MarkEsalq, ESPM combines academic training with applied research and offers marketing services to industry, making it a structurally similar Brazilian academic-marketing hybrid.

Broad incumbents

• Interbrand Brazil: Global brand consulting firm with a Brazil presence, offering brand strategy, audits, and research services. Comparable to MarkEsalq's brand consulting and brand health/audit capabilities, but at significantly greater scale and across all verticals rather than only food and agribusiness.
• Ogilvy Brazil (WPP): Global advertising and marketing services network with operations in Brazil. Overlaps with MarkEsalq's digital solutions, brand strategy, and strategic advisory offerings, though Ogilvy serves all major verticals and runs at enterprise scale.
• Publicis Brazil: Global advertising holding group with Brazilian operations. Comparable in offering integrated marketing, digital, and brand strategy services that overlap with MarkEsalq's portfolio, but at much larger scale and broader vertical coverage.
• McKinsey & Company (Brazil office): Global management consulting firm with a long-standing Brazil presence. Comparable as a high-end strategic advisory provider to enterprise clients, including those in food and agribusiness, although MarkEsalq's offering is far narrower and more academic.
• Bain & Company (Brazil office): Global management consulting firm serving Brazilian enterprise clients including in agribusiness and consumer goods. Comparable to MarkEsalq in providing strategic advisory to large Brazilian enterprises, though Bain operates at far greater scale and across all sectors.
• BCG (Boston Consulting Group) Brazil: Global management consulting firm with operations in Brazil. Overlaps with MarkEsalq in strategic advisory, market research, and consumer insights work for Brazilian enterprise clients, but operates at materially larger scale and broader vertical coverage.

Direct peers

• FutureBrand Brazil: Brand strategy and design consultancy with operations in Brazil, focused on brand portfolio, identity, and strategy work. Directly comparable to MarkEsalq's brand consulting and visual identity services, though broader in vertical scope and larger in scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/markesalq
• Instagraminstagram.com/grupomarkesalq

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 MarkEsalq