Giuliano Beggio Francischini, CEO of Beggio Lorenzo Agropecuária, is redefining modern agriculture through a perfect balance of productivity and sustainability. With over 15 years of experience in the sugarcane sector, he has transformed his farm in Matão, São Paulo, into a national benchmark for regenerative practices and high performance. Under his leadership, the company has earned prestigious recognitions such as the Bonsucro, SAI Gold, and Master Cana awards, proving that responsible farming and profitability can coexist. Through initiatives like Cultura do Campo, Giuliano continues to inspire a new generation of producers to adopt sustainable and impactful agricultural models that safeguard the planet’s future.
Balancing Growth and Green Practices
We started the interview by asking, “As CEO of Beggio Lorenzo Agropecuária, how do you balance productivity with sustainability in sugarcane production?”
Giuliano Beggio Francischini replied, “At Beggio Lorenzo Agropecuária, we believe that productivity and sustainability must evolve together. Our approach prioritizes soil health, biodiversity, and efficient resource use, without relying on irrigation systems. Instead, we focus on regenerative practices, improving soil fertility naturally, reducing waste, and integrating biological pest management. These strategies allow us to achieve high productivity levels while maintaining the environmental integrity of our land. For us, sustainability isn’t a cost; it’s a strategy for long-term competitiveness and a way to leave a responsible legacy in agriculture.”
Global Recognition for Responsible Farming
Beggio Lorenzo Agropecuária has received international certifications such as Bonsucro and SAI Gold. What do these recognitions represent for your company?
Giuliano Beggio Francischini replied, “These certifications are a reflection of our deep commitment to sustainable, ethical, and regenerative production. Achieving Bonsucro and SAI Gold means that our processes meet strict global standards for environmental care, social responsibility, and economic balance. They highlight our dedication to continuous improvement and innovation in sustainable agriculture. More than recognition, these certifications are tools that push us to raise the bar every year and inspire others in the sugarcane sector to adopt better practices.”
Master Cana Excellence
Your farm has been honored multiple times with awards and also with the Master Cana Award. What does this recognition mean to you personally and professionally?
Giuliano Beggio Francischini replied, “Being recognized with awards and also by Master Cana, one of the most respected awards in the sugarcane industry, is an immense honor. Personally, it is a validation of years of hard work and faith in sustainable innovation. Professionally, it highlights the strength of our team and the consistency of our results. Each award reaffirms that we can be highly productive while maintaining environmental and social responsibility. It also strengthens our mission to serve as a benchmark for other producers looking to modernize and regenerate their farming practices.”
Strategic Vision from a Global Mindset
How did your background in Foreign Trade and Marketing influence your leadership in agribusiness?
Giuliano Beggio Francischini replied, “My studies in Foreign Trade gave me a global perspective on market dynamics, while my postgraduate degree in Marketing taught me how to position value beyond the product itself. These two areas shaped my ability to lead with strategy and vision. In agriculture, this means managing our business not only as a production unit but as part of a larger ecosystem that values sustainability, traceability, and innovation. It allows me to combine business performance with the responsibility of promoting a more conscious agricultural model.”
Inspiring Global Producers
Beggio Lorenzo Agropecuária receives visits from producers around the world. What do they seek to learn from your practices?
Giuliano Beggio Francischini replied, “Producers who visit our farm want to understand how we achieve such high productivity with regenerative and sustainable practices. They are particularly interested in our soil management system, crop diversification, and how we maintain consistent yields without compromising natural balance. We are proud to share our knowledge openly because we believe transformation in agriculture happens through collaboration. When other producers adopt similar practices, the positive impact expands beyond individual farms, it benefits the entire sector.”
Leadership beyond Boundaries
Beyond agriculture, you also play roles in other sectors. How do you ensure these responsibilities complement rather than distract from your main focus?
Giuliano Beggio Francischini replied, “While I hold positions in other ventures such as real estate development and industry, my core focus remains on agriculture and sustainability. The experience gained from these different areas enriches my perspective as a leader but never takes away from our central mission at Beggio Lorenzo Agropecuária. These other roles simply reinforce my understanding of management and innovation—skills that, when applied to agribusiness, help drive continuous improvement and efficiency.”
Spreading the Seeds of Sustainability
You recently co-founded Cultura do Campo, a sustainability consulting firm. What inspired this new venture?
Giuliano Beggio Francischini replied, “Cultura do Campo was born from our desire to share what we’ve learned and achieved at Beggio Lorenzo Agropecuária. We realized that many farms want to adopt sustainable methods but don’t always know where to start. Through Cultura do Campo, we guide them in implementing regenerative, efficient, and profitable systems. The goal is to replicate our success model across the sector—helping producers transition toward a future where sustainability and productivity walk hand in hand.”
A Regenerative Future for Agriculture
Lastly we asked, “What is your long-term vision for the future of agriculture in Brazil and globally?”
“I envision an agriculture that is both productive and regenerative, capable of feeding people while restoring ecosystems. Brazil has the potential to lead this global transformation by adopting science-based and environmentally responsible methods. My long-term goal is to see sustainability become the rule, not the exception, where every producer recognizes that caring for the land ensures both profitability and legacy. Ultimately, agriculture should be a force for regeneration, not depletion, and that’s the future we’re working toward every day.” Giuliano Beggio Francischini concluded
Connect with Giuliano Beggio Francischini on LinkedIn & Instagram
Also Read :-
Dr. Ignacio Bonasa: Awakening The Human Side Of Leadership
Michael Nielsen: Building Purpose, Driving Progress, Empowering People
