Who will stay in the countryside? The problem of labor on rural properties

The shortage of labor in the field has become one of the biggest challenges for small and medium-sized rural properties. What was once seen as a harvest problem is now compromising the sustainability of the business. Between mechanization, rising costs and pressure for productivity, one question remains: who will manage the agriculture of tomorrow, if there is a shortage of people today?

This shortage goes beyond the number of available workers. It also involves the attractiveness, appreciation and well-being of rural workers. This is a topic that deserves to be treated with the same seriousness as technology and credit.

According to data from the latest Census (IBGE, 2022), less than 15% of the Brazilian population currently lives in the countryside — and most of this population is over 50 years old. Young people are migrating to urban centers in search of opportunities, education and quality of life.

On small and medium-sized properties, this translates into overload. Many producers accumulate functions, work tirelessly, and still cannot find people willing to enter — or remain — in rural work.

The field has become more modern: tractors with GPS, soil sensors, management software. However, the technical training of the workforce is still insufficient. Many workers are not prepared to deal with the new demands of agriculture — and this generates frustration for both the company and the worker.

Furthermore, young people who are still considering staying in the countryside are looking for more than just a salary: they want stability, recognition and better working conditions. Many producers, in turn, still operate under old models, in which physical effort and long working hours are seen as the norm.

This misalignment makes agriculture less competitive as a work environment — and drives away talent that could make a difference.

Even when they are able to hire, producers face high turnover. Skilled workers are in high demand, and large farms are the ones that can offer the most benefits. For medium and small farms, the cost of offering benefits that attract and retain good workers often makes the business unviable.

Each employee change means time, retraining and loss of operational rhythm. And with fewer people, the overload and risk of failures increases.

Recent studies show that the well-being of rural workers is linked to more than just the amount paid at the end of the month. A study conducted in western Paraná showed that psychological well-being, access to health care, education and quality of life are the main factors that keep farmers in the countryside (BERGHAUSER, 2023).

Nepomuceno (2017) indicated that, even in low-income contexts, workers with a strong sense of belonging and good community relations showed high levels of satisfaction.

And when there are practical actions, the results are visible. In Juína (MT), for example, milk producers who participated in workplace gymnastics programs reported physical improvement, less pain and more energy — in other words, more productivity combined with well-being (CAVALHEIRO, 2014).

These examples show that the possibility of greater employee satisfaction in the field is possible — but it needs to be cultivated with intention.

Professionalizing people management is a possibility for a sustainable path in the field. And it starts with simple steps, such as:

- Plan labor demand in advance;
- Offer practical and accessible training;
- Create a respectful work environment, with open dialogue;
- Ensure breaks, adequate housing and access to basic leisure;
- Stimulate a sense of belonging, with recognition and participation in decisions;
- Create partnerships with technical schools, unions and cooperatives.

Professionalizing people management does not mean bureaucratizing. It means investing in people as a central part of the business. Because motivated people produce more, improve retention for the company and help build a more resilient agriculture.

Brazilian agriculture is a powerhouse, but it cannot ignore one of its greatest vulnerabilities: the lack of people. Technology helps, markets encourage, but none of this is of any use if there is no one to plant, harvest and care for the crop.

Valuing labor means valuing the future of rural production. And this involves listening, respect and concrete strategies to make the countryside a better place to live and work.

Producing requires sweat, technique and strategy — but nothing happens without people. Valuing rural workers is ensuring that agriculture continues to grow!

*Pedro Alberto Pianetti Puhler, Administrator at INSPER, Partner at Puro Café Ind. and Founder at MOMBAK Coldbrewcoffee. Member of the Insper Alumni Agribusiness Committee – email: pedro@mombakcoffee.com.br

*The text above is the responsibility of the author and does not necessarily reflect the opinion of Insper Agro Global.

Sources

BRAZIL, IBGE Demographic Census 2022. National data. Brazilian Institute of Geography and Statistics Foundation. Brazil, 2010.

CAVALHEIRO, Claudionor Nunes. The influence of workplace gymnastics on the quality of life of workers on dairy farms: a case study in the São Justino community in Juína/MT. 2015.

APANEPOMUCENO, BB et al. Personal Well-Being and Sense of Community: a psychosocial study of poverty. Journal of Psychology in Research, v. 11, n. 1, 2017.

 
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