Known as the “Land of Grapes,” Jundiaí faces the challenge of preserving its rural areas and agricultural production while managing urban and economic growth.
The debate over the city’s identity has resurfaced with the election of Deputy Mayor Ricardo Benassi, whose family has deep roots in agriculture, fruit commerce, and real estate development.
Despite efforts by the previous administration to promote the brand “City of Children,” Benassi emphasizes that Jundiaí should embrace a broader identity.
“It can be the Land of Grapes, the land of children, the land of entrepreneurs, workers. That’s what we want. It must be a place for everyone,” he said in an interview.

Challenges for Agriculture and Rural Preservation
Jundiaí boasts 1,117.1 hectares of vineyards spread across 406 properties, according to the city’s Department of Agribusiness, Supply, and Tourism. Niagara Rosada grapes dominate roughly 1,000 hectares, underscoring the city’s strong agricultural tradition. However, economic pressures have made it increasingly difficult for younger generations to continue farming.
“Balancing economic growth, particularly in the real estate sector, with the preservation of rural areas is an ongoing challenge,” Benassi said. He advocates for a balanced urban development plan that safeguards quality of life and green spaces.
The Benassi family, of Italian descent, has been part of Jundiaí’s history since the early 20th century, starting as fruit merchants along the Anhanguera Highway. Over time, they diversified into construction and other industries. Ricardo’s uncle, André Benassi, served as Jundiaí’s mayor twice, marking the family’s political influence in the region.
Ricardo Benassi stresses the importance of maintaining the city’s agricultural identity as a unique advantage and a key to urban balance. “Agriculture brings equilibrium to the city. If everything turns into urban areas, we lose our quality of life,” he noted.
The Road Ahead
In the interview, Ricardo Benassi highlighted the importance of balancing economic development with the preservation of rural areas, emphasizing agriculture’s role in maintaining Jundiaí’s quality of life.
The administration also faces the task of reconciling the city’s historic identities, such as the “Land of Grapes,” with initiatives aimed at fostering new social and economic opportunities.