“Beyond the Soil: Challenges of Argentine Agriculture,” promoted by YPF Agro and produced by Discovery, premieres on August 18.
To tell the story of Argentine agriculture and highlight its importance in food production both domestically and globally, there’s no better way than through its main characters: the producers themselves.
That was the idea behind YPF Agro’s decision to launch a project never done before: producing a miniseries about a couple of agricultural producers to show their challenges, responsibilities, the stages of their work, and also their struggles and joys.
It’s called “Beyond the Soil: Challenges of Argentine Agriculture.” The protagonists are Julián Muguerza and Lara Giuliani, two agronomists and producers from General Rivas, in the Buenos Aires district of Suipacha. The production company behind the miniseries is none other than Discovery, the world-renowned content platform.
YPF Agro and Discovery joined forces to create this unprecedented production, which will be broadcast on the channel and across multiple digital platforms. The series consists of two 30-minute episodes premiering on August 18, along with 15 short stories that explore key aspects of Argentina’s agro-industrial sector.
All the content will also be available on Discovery.com, with its own playlist on Discovery’s YouTube channel, and can be followed through both Discovery’s and YPF Agro’s social media accounts.
“This is a project that inspired us from the moment we redefined the YPF Agro brand. We loved the idea of bringing the countryside closer to the city, showing the challenges that producers face at every stage of the production cycle, and the number of actors and decisions involved in producing more and better,” said Nicolás Winschel, Executive Manager of YPF Agro.
He added, “Two years ago, when we relaunched the brand, we did it with the idea of transforming ourselves to grow. We understood that to strengthen our presence in the agricultural sector, we needed to present ourselves differently. That’s why we built a new positioning and business model focused on the producer and the integral hectare, supported by a network of 102 distributors across the country and a portfolio that covers every stage of the farming cycle and continues to expand.”
The miniseries format was chosen because it allows real stories to be told and experienced alongside their protagonists. In a sector that leads innovation, such as agribusiness, it makes sense to share stories in a different and more engaging way.
Meanwhile, Leandro Caruso, YPF’s Chief Marketing Officer, stated that “Beyond the Soil…” also represents an innovation in how the company communicates its value proposition — through the story of Julián and Lara — with a miniseries that reflects the same values that guide YPF Agro’s daily work throughout Argentina: proximity, commitment, and innovation.”
Julián and Lara are a couple of producers managing a medium-sized farm in Argentina’s Pampas region. Beyond the scale of their operation, they are leaders in a new way of understanding and developing agricultural production — pursuing continuous improvement and making sustainability a core pillar of their work.
Both are agronomists who graduated from the University of Buenos Aires (UBA) and have clearly divided responsibilities: Julián oversees crop production, while Lara manages livestock — two activities that, naturally, are deeply interconnected.
Julián points out that “it’s a great opportunity to share, through Discovery and with the support of YPF Agro, what the daily life of an Argentine producer is like — someone striving to be efficient and profitable while fully aware of the importance of doing things the right way.”
The engineer emphasizes that “what we are producing is food, and we must protect the resources we use so that future generations can continue to work with them.”
For Lara, participating in this project was a great joy. “It allowed us to showcase what an entire sector does, not just us. People will see how we work in the field, how we make decisions, how we struggle, and how we celebrate. In my particular case, they’ll see how we apply animal welfare principles that I consider essential for efficient and sustainable livestock production.”
Close to them, accompanying them every step of the way, is YPF Agro — just as it supports thousands of producers across Argentina — providing fuel, seeds, fertilizers, crop protection products, and even assistance in grain commercialization.
That knowledge, combined with Discovery’s experience, comes together here to tell —through fifteen 2-minute capsules— key aspects of Argentine agriculture: from the importance of nurturing and protecting the soil to the country’s global leadership in biofuel production and environmental stewardship.
From Discovery, Martín Hernández —Sales Director for the Southern Cone— stated that “in a world oversaturated with content, our platforms hold enormous appeal. They are safe, family-friendly spaces. With that strength, we create stories like this one, with local flavor, connecting companies like YPF Agro with their customers and audiences.”
Hernández added that “the world of video content has changed, and at Discovery we are proud to be protagonists of that change —which in this case, we share with YPF.”
Ultimately, this marks a new and original way to tell the story of Argentine agriculture —driven by a company that is almost synonymous with the nation itself.
Source: infocampo.com.ar