Brazil: Bayer cleared to launch new digital agro-business Joint Venture

The Administrative Council of Economic Defense (CADE) of Brazil has approved the creation of a new joint venture (JV) between the pharmaceutical company Bayer and Bravium, an outfit currently responsible for the management of Bayer´s own digital platform Rede AgroServices.

Following the approval without restrictions by CADE Bravium would cease to be service provider for Bayer, guaranteeing a more direct relationship between the companies as they seek digital leadership in the agro-business sector.

The Rede AgroServices platform was founded as a loyalty program for Bayer in 2015, with almost 170 thousand farmers affiliated throughout the country. The network allows farmers to accumulate points when they buy products from Bayer, exchanging them for products or services. Bayer says that the creation of this new company will make a flexible and independent management model more viable, aligned with the needs of the service sector.

Full Content: Economía

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