THE ROLE OF INNOVATION IN THE SUSTAINABILITY OF AGRIBUSINESS COMPANIES

Abstract

This article aims to analyze the contribution of innovation to the sustainability of Brazilian agribusiness companies. The research is based on the premise that the incorporation of sustainable technologies and new management models has the potential to transform the agricultural sector into an agent of balanced development, capable of reconciling economic growth, environmental conservation and social justice. The methodology used is qualitative, based on a literature review and critical analysis of secondary data extracted from official reports and scientific articles. Throughout the text, the concepts of sustainability and innovation, the main technological practices adopted in the field, the challenges faced by producers and managers, as well as the emerging opportunities in the face of the growing demand for responsibly produced food are explored. The results indicate that innovation, when implemented in a strategic and accessible way, has the potential to promote significant advances in productivity, reduce environmental impacts and strengthen the competitiveness of rural companies. However, the dissemination of these practices still encounters structural and cultural obstacles that need to be overcome through effective public policies, continuous investments in technical training and strengthening of collaboration networks. It is concluded that Brazilian agribusiness has favorable conditions to become a global reference in sustainability, as long as innovation is incorporated as a permanent and inclusive process.