USDBC CREATES THE “BEANS EVERY DAY” COMMUNITY IN BRAZIL

Supported by USDA/FAS funding, in June USDBC contracted Agencia PRO, a Brazilian communications firm, to activate Portuguese-language social media focused on the concept of “beans everyday” (feijao todo dia) and develop a community of interest in 2020 as the first step in building a positive identity for US dry beans in the Brazilian market.

Facebook and Instagram (@feijaotododia) were initiated at the end of June and a blog (www.feijaotododia.com.br) was added in August. Posts were designed to create a “beans everyday” movement by encouraging

reaction to our main themes, such as the comfort of eating beans, their environmental sustainability, healthy living with beans, new ways to eat beans, and bean diversity.

Preliminary data are exciting, they show that we are well on our way to achieving our “community of interest” goal. From the end of June through September, Facebook posts attracted 245,922 reactions (likes, shares, comments) and Instagram had 64,250 reactions.

Examples of several posts: