On International Youth Day, Cotton Brazil highlights the story of 21-year-old Ana Luiza Orth, the next-generation successor of the Orth family
Increasingly, young producers and successors are playing an important role in Brazil’s cotton sector, bringing a strategic business perspective to the field, along with new technologies, professional management practices and an increasingly strong connection with international markets. This new generation also faces the challenge of continuing the work built by previous generations, combining experience, innovation and sustainability.
On International Youth Day (12/08) Cotton Brazil highlights the story of 21-year-old Ana Luiza Orth, an International Relations student and successor to the Orth Group, which grows cotton in Bahia. She is building a career that combines international experience, knowledge of the sector and preparation for the challenges facing cotton production.
Ana Luiza’s connection with cotton production began at an early age. Her family has been growing cotton since 1998. Her father, Douglas Orth, is a cotton producer in Bahia and serves on the board of the Bahia Association of Cotton Producers (Abapa). After starting her degree in International Relations, however, Ana gained an even deeper understanding of the impact of Brazilian agribusiness on the country and the world and began focusing her studies and research on the sector.
“For me, it is a great honor to be part of such an organized sector that is so relevant to the Brazilian economy and the international market. At the same time, it is a great responsibility. Our generation has the challenge of continuing the excellent work built by previous generations, while always seeking to innovate and adapt to the constant changes in the international system,” she says.
Making Her Mark in Liverpool
Alongside her studies, Ana Luiza is already building a career that stands out. She was the sole recipient of the Women in Cotton scholarship, a program focused on promoting gender equity in the sector. The achievement came during her experience in Liverpool, England, where she also took part in Complete Cotton, a course for young leaders in the global cotton sector offered by the International Cotton Association (ICA).
“My experience there was wonderful. I had the opportunity to meet and exchange experiences with global leaders in the sector and learn a great deal in the process,” she recalls.
Technology & Sustainability
As a successor to her family’s business, Ana Luiza sees innovation, technology and sustainability as important pillars for the future of the sector.
“These three pillars are part of my plans for the future of my family’s farm. I have the opportunity to learn from a production system that already invests heavily in technology and sustainability, but I also believe that the new generation has a role to play in continuing to drive innovation, seeking new tools, improving management and making production increasingly efficient and prepared for the challenges of the future,” she emphasizes.
For the student, the ability to operate as an organized sector is one of the major strengths of Brazil’s cotton industry.
“Programs such as Cotton Brazil show how trade promotion, market access and strengthening the image of Brazilian cotton abroad contribute to increasing our competitiveness and our presence in the international system. In addition, producers are increasingly committed to adopting better environmental and management practices, which creates even greater growth potential for the sector.”
‘Valuable Knowledge’
For Ana Luiza, the new generation is also playing an increasingly active role in decision-making and farm management, bringing new tools and knowledge into day-to-day operations.
“Young people are contributing a more strategic perspective to the business, bringing modernization, more professional management and greater use of technology and data in decision-making,” she points out. “In addition, we are more connected to international markets and to issues such as sustainability and strategic communication, which play an enormous and extremely relevant role in building the competitiveness of our sector,” she adds.
At the same time, she values the exchange of experiences with previous generations of her family. “In my experience, this exchange happens every day. I try to listen carefully to my father and grandfather, who built the entire history of our group and have been through all kinds of situations. Experience is one of the most valuable forms of knowledge,” she says.
She also seeks to contribute by bringing new knowledge acquired at university, through her experience in international trade and through the opportunities she has had to learn about the cotton sector in other countries. “I believe that combining tradition and innovation is what truly strengthens succession in agribusiness and cotton production.”
Tradition and a Vision for the Future
In Ana’s view, the biggest challenge for the new generation is to continue producing efficiently and sustainably amid constant climate change and geopolitical and economic fluctuations.
“On the other hand, I see a great opportunity to strengthen the presence of Brazilian cotton in international markets and consolidate Brazil as a global leader, capable of influencing good practices, quality standards and the direction of cotton production in the years to come,” she says.
She believes that cotton production is an extremely dynamic, innovative sector full of opportunities, and that it needs curious and committed young people who understand that producing cotton also means innovating, communicating and connecting the field with the world.
“The future of Brazilian cotton production depends on people capable of combining tradition, innovation and a vision for the future in order to consolidate Brazil’s leadership and strengthen its strategic position in the global cotton value chain,” she concludes.
