Soil health, energy efficiency, and environmental balance are the foundation of successful agriculture. When the soil is healthy, crops grow stronger, and yields improve. When energy is managed efficiently, costs remain stable. When nature is protected, land and water continue to support farming for years to come. But when these essentials are ignored, productivity declines, expenses increase, and farms become more vulnerable to climate and market uncertainty.
Understanding this, Giuliano Beggio Francischini, CEO of Beggio Lorenzo Agropecuária, has built a sustainable and regenerative sugarcane farming model. He leads the company’s long-term strategy, improves productivity, ensures environmental compliance, and drives financial performance.
Under his leadership, the company has:
- Planted over 160,000 trees to restore soil and support wildlife
- Introduced beehives to monitor ecosystem health
- Run farms on 100% solar energy, which covers 37.8% of total energy use
The Early Years & Education
Giuliano Beggio Francischini grew up in Matão, in the countryside of São Paulo, surrounded by wide agricultural fields. From a young age, he developed a strong connection to the land and an appreciation for farming. While studying International Trade, he began to understand agriculture not just as a business, but as an important part of Brazil’s culture and identity.
After graduation, he furthered his knowledge by studying marketing in the United States. This mix of international trade and marketing gave him a broader perspective on agribusiness. When he took over leadership of Beggio Lorenzo Agropecuária, he faced the challenge of turning a traditional family business into a model for sustainability. This experience shaped his belief that agriculture can achieve economic efficiency and environmental responsibility. Over time, he focused on sugarcane cultivation, managing it with purpose, innovation, and commitment.
Balancing Tradition, Innovation, and Sustainability
One of the most difficult phases in his journey was guiding the company through constant changes in the agricultural environment. The pressure to maximize productivity was high, and there was strong encouragement to continue with traditional farming methods. However, he understood that relying only on conventional practices could lead to soil degradation and long term damage. This realization strengthened his belief in innovation, careful planning, and resilience as essential tools for sustainable growth.
Another significant challenge was introducing sustainable practices in a setting where short term profit was often the main focus. There was resistance from employees and partners who were uncertain about change. Through open dialogue, education, and consistent action, he demonstrated that sustainability is not just a moral responsibility but also a sound business decision. This experience reinforced his conviction that clear communication, trust, and strong relationships are key to leading lasting and meaningful transformation.
Planted More Than 160,000 Trees
Giuliano Beggio Francischini defines sustainable agriculture as a system that meets present needs while protecting resources for future generations. In his view, it requires a complete approach that considers the entire ecosystem, respects biodiversity, and ensures that natural resources are used responsibly and efficiently.
At Beggio Lorenzo, this vision is put into practice through measurable actions. The company has planted more than 160,000 trees, creating natural habitats that strengthen soil quality and support biodiversity. The farms also operate on 100 percent solar energy, which accounts for 37.8 percent of total energy consumption. These efforts show that strong productivity and environmental responsibility can work together to build long term agricultural success.
Transparency and Accountability in Every Operation
Beggio Lorenzo addresses critical challenges in modern agriculture that many others struggle with, including soil degradation and a lack of social responsibility. The company implements practical farming methods that restore soil health, protect biodiversity, and improve long term productivity, turning these challenges into opportunities for sustainable growth.
What sets the company apart is its integrated approach and high standards. It holds respected certifications such as Bonsucro, FSA SAI Gold Level, and Level 04 in Raízen’s ELOS Program, ensuring all operations meet strict environmental and social criteria. Additionally, beehives are used as bioindicators in sugarcane fields to continuously monitor ecosystem health, demonstrating a strong commitment to responsible, transparent, and forward looking agricultural practices.
Expanding Reach
Building on the success of his own operations, Giuliano Beggio Francischini expanded his impact beyond a single farm. Together with his team, he Co-founded Cultura do Campo, a sustainability consulting firm designed to share and replicate their high productivity and responsible farming model. The goal is simple and practical: help other producers and industry stakeholders adopt regenerative practices that improve performance while protecting natural resources. Through this initiative, sustainable agriculture moves from being an individual effort to a broader sector wide transformation.
His commitment to collaboration is further reflected in his work with Associacana, which brings together more than 600 producers across 50,000 hectares. By working closely with this network, sustainable and regenerative methods have been strengthened, resulting in clear improvements in soil health and productivity. He also joined FERA, the Business Front for Agricultural Regeneration, an initiative that connects producers and companies aligned with the same values. Through these partnerships, he continues to promote responsible agriculture on a larger scale, helping build a more resilient and future ready industry.
Rethinking Success in Modern Agriculture
At first, Giuliano Beggio Francischini focused mainly on productivity. But he realized that higher production alone does not guarantee success. Without caring for soil, using resources wisely, and valuing people, growth is not sustainable.
Today, he measures success by:
- Financial results
- Impact on communities and the environment
- Teamwork, transparency, and responsible management
His belief is simple: productivity works best when built on sustainability.
The Growing Demand for Sustainable Farming
Giuliano Beggio Francischini shares that one of the most important trends shaping agriculture today is the rising demand for sustainable and responsible farming. Consumers are paying closer attention to how food is grown and are choosing products that respect the environment. For agricultural businesses, this shift is not a challenge but an opportunity to innovate, improve practices, and build stronger market trust.
At the same time, he points to serious risks such as climate change and water scarcity, which directly affect crop performance and long term stability. To stay prepared through 2026, he is investing in technologies that improve water efficiency and strengthen crop resilience. He is also forming partnerships with research institutions and organizations that share a long term vision, ensuring that practical solutions are developed to protect productivity while safeguarding natural resources.
Strong Ethics, Strict Compliance, and Transparent Operations
Trust and credibility are essential in agriculture, and Beggio Lorenzo ensures this through:
- Strong ethics and compliance
- Transparent operations and clear processes
- Sharing performance openly with stakeholders
- Holding international sustainability certifications
Recognition For Innovative and Sustainable Agricultural Practices
Beggio Lorenzo has earned strong recognition for its innovative and sustainable agricultural practices.
The company’s achievements include:
- Winning four Agro Raízen Awards
- Being a finalist in the Globo Rural Sustainable Farm Award
- Securing third place at Planeta Campo during COP 30
- Being honored as a sector influencer at MasterCana 2025
These accolades highlight the company’s ongoing commitment to productivity, sustainability, and continuous improvement, reinforcing its position as a leader in responsible agriculture.
Strategic Partnerships
Giuliano Beggio Francischini remains open to partnerships that can strengthen the organization’s market position and long term growth. He believes that collaboration plays a vital role in encouraging innovation and advancing sustainable agriculture. The company is actively exploring collaborations with universities and research institutions to develop technologies that improve performance and create meaningful impact across the sector.
In addition, he is considering strategic partnerships with like minded organizations that share the same commitment to responsible and regenerative practices. By working together, he aims to expand the company’s reach, increase its positive influence, and contribute to a stronger and more sustainable agricultural ecosystem.
Advice For Aspiring Leaders, Entrepreneurs, and Professionals
“Those who plan have a future; those who don’t have a destiny.”
Giuliano encourages leaders to be confident in their decisions and open to working closely with others. In his view, the future of agriculture depends on strong collaboration and a shared commitment to building a more sustainable world. He believes investing in people and continuous learning is essential, as knowledge drives progress and practical innovation. For him, sustainability is a responsibility and a meaningful opportunity to create long-term positive impact for communities, businesses, and future generations.
A Look to the Future & Creating a Better Generation
Away from his professional responsibilities, Giuliano Beggio Francischini is a devoted husband to Nayara and a caring father to Lorena and Theo. Family plays a central role in his life and strongly influences the way he approaches his work. His greatest ambition is to leave behind more than business success. He wants to contribute to a future where the land is healthier, resources are protected, and opportunities are stronger for the next generation.
Giuliano is not only a leader in agriculture, he is also an active communicator. Through his social media platforms, he educates and inspires others about sustainable farming practices. His work with Associcana, which includes over 600 producers across 50,000 hectares, and the Business Front for Agricultural Regeneration (FERA), demonstrates his commitment to transforming the agricultural sector and promoting responsible farming on a larger scale.
In the industry, he stands for a modern approach where productivity and sustainability advance together. His work shows that responsible practices can strengthen the environment and financial performance. Through steady leadership, long-term planning, and active engagement with the farming community, Giuliano Beggio Francischini continues to promote a balanced, resilient, and forward-looking model of agriculture.
Quick Answers
- A tool or app you recommend to professionals in your industry: Join a sugarcane growers’ association. Together, we are stronger and gain access to technology and support.
- A quote that motivates you the most: “We are productive because we are sustainable.”
- Advice you would give to entrepreneurs or future business leaders: Invest in your team; they are your greatest asset.
- A film or book you recommend for business or leadership professionals: “Brazil in Global Agribusiness,” published by Insper.
Giuliano Beggio Francischini’s 5 Impactful Business Mantras
- Sustainability First: Build productivity on healthy soil, renewable energy, and environmental balance.
- Innovation with Purpose: Embrace modern practices while respecting tradition to drive long-term growth.
- People & Partnerships Matter: Invest in your team, educate stakeholders, and foster trust for lasting impact.
- Transparency & Accountability: Operate openly, comply with high standards, and maintain credibility in every decision.
- Think Long-Term: Measure success by financial performance, environmental responsibility, and benefits for future generations.
