PRO Carbono
PRO Carbono communications: giving Latin America’s largest regenerative agriculture database a face and a language.
Bayer Crop Science · PRO Carbono
Industry
Agribusiness | Regenerative and Low-Carbon Agriculture
What we did
Strategic brand, communications and marketing planning
Branding and brand architecture (Footprint, Experts, Conecta)
Corporate website (Brazil and Argentina)
Events (Carbon Science Talks)
Film (Histórias que Nascem do Solo — Stories Born from the Soil)
Campaigns, landing pages and CRM support
EN
The challenge.
In 2020, “carbon in the field” was a promise without proof. Bayer had the science; the language was missing.
Measuring emissions at scale means nothing if the farmer doesn’t understand, doesn’t trust, and doesn’t sign up. Before becoming a market, PRO Carbono needed to become a brand. Something the farmer would recognize and want to be part of.
PT-BR
O desafio. Em 2020, “carbono no campo” era promessa sem prova. A Bayer tinha a ciência; faltava a linguagem.
Medir emissões em escala não significa nada se o produtor não entende, não confia e não entra. Antes de virar mercado, o PRO Carbono precisava virar marca. Algo que o agricultor reconhecesse e quisesse fazer parte.
EN
The whole ag sector talks about sustainability the same way: green, future, planet. Outside-in messaging. We flipped it to inside-out, starting from the soil and the people who work it.
Footprint, Experts and Conecta organized the brand in layers: the footprint that drops, the science that proves it, and the network that connects producer and industry. Histórias que Nascem do Solo traded climate messaging for the farmer’s story, with carbon coming in as a consequence. And Carbon Science Talks stopped being a lecture and became the stage where science, industry and the field meet, from edition 1 through 4.
Behind the communication, what was at stake was positioning: carbon stopped being an ESG cost and became a competitive advantage for the producer.
PT-BR
O agro inteiro fala de sustentabilidade do mesmo jeito: verde, futuro, planeta. Discurso de fora para dentro. Viramos a chave para falar de dentro para fora, do solo e de quem trabalha nele.
Footprint, Experts and Conecta organized the brand in layers: the footprint that drops, the science that proves it, and the network that connects producer and industry. Histórias que Nascem do Solo traded climate messaging for the farmer’s story, with carbon coming in as a consequence. And Carbon Science Talks stopped being a lecture and became the stage where science, industry and the field meet, from edition 1 through 4.
Behind the communication, what was at stake was positioning: carbon stopped being an ESG cost and became a competitive advantage for the producer.
EN
In five years, the program went from pilot to the largest regional database on the continent.
2020: around 400 producers in Brazil, 30-hectare pilot plots, soy and corn, one country, pilot-project status.
2025: over 3,000 producers across Brazil, Argentina and Paraguay. Over 3 million hectares monitored. Soy, corn and cotton. More than 20 projects running under the umbrella. The largest regenerative agriculture database in Latin America, now open as a regional platform.
In participating areas: 1.39 million tons of CO₂eq removed (the equivalent of reforesting 231,000 hectares). 11% average gain in annual yield. 9% greater yield stability. 50% more carbon sequestration. Soy carbon footprint 50% below the national average, reaching 70% with proper management. Carbon Science Talks reached its 4th edition in 2025, at Amcham. Eco Award 2025.
PT-BR
Em cinco anos, o programa saiu de um piloto para a maior base regional do continente.
2020: around 400 producers in Brazil, 30-hectare pilot plots, soy and corn, one country, pilot-project status.
2025: over 3,000 producers across Brazil, Argentina and Paraguay. Over 3 million hectares monitored. Soy, corn and cotton. More than 20 projects running under the umbrella. The largest regenerative agriculture database in Latin America, now open as a regional platform.
In participating areas: 1.39 million tons of CO₂eq removed (the equivalent of reforesting 231,000 hectares). 11% average gain in annual yield. 9% greater yield stability. 50% more carbon sequestration. Soy carbon footprint 50% below the national average, reaching 70% with proper management. Carbon Science Talks reached its 4th edition in 2025, at Amcham. Eco Award 2025.
EN
The brand didn’t plant a single hectare. But it gave the program what science alone can’t deliver: language to be understood, a face to be trusted, and a stage to be chosen.
When PRO Carbono opened up as a platform for the whole sector in 2025, it had already been communicating like one for years.
PT-BR
A marca não plantou um hectare. Mas deu ao programa o que a ciência sozinha não entrega: linguagem para ser entendido, rosto para ser confiável e palco para ser escolhido.
When PRO Carbono opened up as a platform for the whole sector in 2025, it had already been communicating like one for years.
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