In episode #39 of MF Cast, we welcome Roberto Barcellos, a graduate in agronomy and a passionate zootechnician. Owner of the renowned beef brand BBQ Secrets and a consultant, Roberto has expertise in the entire meat production chain. Over the course of his 30 years of professional activity, Roberto has gone through several cycles, from projects in beef cattle farming, to entering the meatpacking industry, to arriving at his innovative approach in approaching the end consumer and the world of food service. In 1990, Roberto enrolled in the Agronomy course at UNESP in Botucatu. Early on, he had doubts about whether he was on the right path, but with the significant help and influence of a mentor and professor specialized in animal nutrition, his path took a new direction, marking the beginning of a journey dedicated to animal production. He continued his course, focusing on zootechnics and joining the Department of Animal Science as an intern. His professional career began in beef cattle projects, facing production challenges and seeking efficiency in metrics such as weight gain, feed conversion and biological efficiency. At the time, cattle farming was seen as a secondary activity, aimed at increasing land value and constituting a low-risk investment. After a decade dedicated to cattle farming, Roberto embarked on the second cycle of his career: the meatpacking industry. During this transition, he joined an agro-industrial company that sought vertical integration, an aspect that particularly caught his attention. During this phase, he noticed a notable disconnect between cattle farmers and industry professionals, noting that the meatpacking industry often made purchases without knowing what they were buying, while the cattle farmer made sales without understanding what he was offering. This led him to the third and most recent cycle of his career: the end consumer. This phase was marked by the closeness with the consumer and the food service industry, challenging him to combine the knowledge acquired throughout his career. It was then, after 30 years, that he understood something that many other areas already applied: producing the right product for the right consumer. Based on this understanding, he began to identify the desired profile of the final product and adjust the production process accordingly. In the interview, Roberto shares valuable insights on the entire meat production chain, from the initial stage to pricing, investment in efficiency or excellence, differentiation between quality and commodity meat and, most importantly, the market's view of the product. His journey exemplifies the evolution of meat production in Brazil, highlighting the importance of efficient coordination between the links in the entire chain. This episode offers valuable reflections on how understanding market demands can transform an industry. Host: Roberto Fabrizzi Lucas and Walter Celani @robertoflucas @waltercelanijunior Guest: Roberto Barcellos @rrbarcellos @bbqsecrets Instagram: /mfcast_ Tiktok: /mfcast_ Visit our website: https://www.mfrural.com.br/?cmp=4412