‘'Ascenza na Estrada': Trazendo as histórias reais da agricultura para o primeiro plano
Agriculture has always been built on knowledge, innovation and human relationships. Yet many of the voices shaping the sector remain unheard beyond the field itself. To help bring those voices to the forefront, ASCENÇA created ‘Ascenza On The Road’, a growing international content platform designed to connect agricultural communities through authentic stories, practical expertise and real-life experiences.
More than a content series, ‘Ascenza On The Road’ is a platform that places people at the centre of agricultural communication. By engaging directly with farmers, technical advisors, distributors, researchers, associations and industry partners, the initiative captures the challenges, innovations and perspectives that are shaping modern agriculture across different regions and crops.
Currently active in Portugal and Italy, the platform follows a common editorial framework built around content pillars such as technical knowledge sharing, personal stories and regional agricultural insights. While maintaining the same purpose and structure across markets, each country adapts the concept to its own agricultural reality.
Em Portugal, the first edition focused on agricultural and viticultural associations, highlighting the important role these organizations play in supporting growers, sharing technical expertise and fostering knowledge transfer across different regions.
Em Itália, the concept has evolved into a broader content ecosystem that combines field visits, technical insights, educational content, partnerships with leading industry players and editorial storytelling initiatives such as ‘Racconti On The Road’, creating an even richer space for knowledge sharing and dialogue across the agricultural sector.
Through a combination of flagship interviews and dedicated content pillars such as Seeds of Knowledge, focused on technical expertise, Down to Earth, highlighting the people behind agriculture, and Pit Stop, showcasing the diversity of agricultural regions and crops, ‘Ascenza On The Road’ creates a richer and more engaging view of modern agriculture.
For Rui Correia, Head of Central Marketing at ASCENZA, the project reflects a broader vision for the future of agricultural engagement: “Agriculture is built on knowledge, relationships and real experiences. With ‘Ascenza On The Road’, we wanted to create a platform that gives visibility to the people who make agriculture happen every day. By bringing their expertise, stories and challenges into the digital environment, we are not only sharing knowledge but also helping strengthen connections across the agricultural community.”
Beyond storytelling, ‘Ascenza On The Road’ forms part of ASCENZA’s broader commitment to accelerating digital engagement within agriculture. By transforming field experiences, local knowledge and agronomic expertise into accessible digital content, the platform helps bridge the gap between the realities of the field and the channels where agricultural professionals increasingly seek information, learning and inspiration.
In doing so, the initiative contributes to bringing agriculture from a traditionally offline environment into an increasingly connected digital ecosystem, enabling valuable expertise and experiences to travel beyond geographical boundaries and reach wider agricultural audiences.
Following its successful development in Portugal and Italy, ASCENZA plans to progressively expand the concept to additional markets, reflecting the company’s belief that content, knowledge sharing and community engagement will play an increasingly important role in the future of agriculture.
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