Sorriso, Brazil hosts Global Agribusiness Festival and PBR Grand Rodeo

The city of Sorriso in Mato Grosso officially launched the Global Agribusiness Festival, Food, Festival & Forum (GAFFFF/GAFFF) on 16 July, announcing a four‑day program from 23 to 26 July. The event will combine more than 100 national and international speakers, business forums, a startup and equipment fair, and the first PBR Grand Rodeo stage in the state, which counts for points toward the world championship.

Municipal leaders, including Mayor Alei Fernandes, said the festival will boost the local and regional economy and cement Sorriso’s role as a national agribusiness hub. PBR Brazil president and three‑time world champion Adriano Moraes called the rodeo a “milestone for Mato Grosso.” The municipality will invest over R$ 12 million for the rodeo and overall organization.

Free concerts will follow the rodeo each night, featuring Natanzinho Lima, Wesley Safadão, Murilo Huff and Luan Santana. Show fees total roughly R$ 5 million. The GAFFFF program also includes panels on sustainability, logistics, innovation and market trends, attracting producers, investors and policymakers from Brazil and abroad.