Shallow fixes and deep reasonings: framing sustainability at the Brazilian Agricultural Research Corporation (Embrapa)

The need for urgent, structural transformations to dominant food systems is increasingly recognized in research and policy. The direction these transformations take is in great part influenced by how the problem is framed and what future pathways become seen as plausible and desirable. Scientific knowledge and the organizations producing it hold considerable authority in suggesting what alternatives are or are not worth pursuing, ultimately shaping frames and in turn being shaped by them. This paper examines Brazil’s federal Agricultural Research Corporation (Embrapa), a major contributor to technological advances that made Brazil into an agricultural powerhouse. We examine the ways in which Embrapa’s leadership has framed sustainable agriculture in its public communication and the wider implications for food systems transformation. Drawing from Embrapa news articles in the period 2015–2020, we identify four interrelated frames forming Embrapa’s prevalent position on sustainability. Our results show that while Embrapa promotes practices based on alternative approaches such as agroecology, its deeper framing often reflects the core assumptions driving dominant industrial food systems. This framing reinforces underlying logics of control, efficiency, and competition aligned with the productivist paradigm and excludes divergent perspectives that exist within the organization.