A geração de demanda como parte da formação profissional: relato de experiência em revenda agrícola em Mossoró-RN

Abstract

Brazilian agriculture plays an important economic and social role, especially in regions where irrigated fruit farming stands out as a strategic productive activity. In the semi-arid region of northeastern Brazil, the municipality of Mossoró, Rio Grande do Norte, has consolidated itself as an important melon-producing hub, a crop that requires a high level of technical management and specialized monitoring. However, access to public technical assistance remains limited for many rural producers, increasing the role of agricultural input retailers as agents of technical support and technology diffusion. In this context, this study aims to report and analyze the professional experience developed in the demand generation function at an agricultural input retailer located in Mossoró-RN, from April to December 2023, highlighting the role of the agricultural engineer in commercial technical assistance and in the dissemination of agricultural technologies. The methodology is characterized as an experience report with a qualitative approach, based on direct field observations, technical records, crop monitoring, and continuous interaction with rural producers. The activities included technical visits, identification of pests and diseases, implementation of demonstration trials, organization of technical events, and monitoring of melon and onion crops. The results indicate that demand generation contributes significantly to the adoption of technologies in the field, strengthens relationships with producers, and supports the development of technical and interpersonal skills of the professional, concluding that this function plays an important role both in the professional training of agricultural engineers and in strengthening regional agriculture.