This paper aims to analyze the process of knowledge creation, more specifically the four modes of knowledge conversion, on agricultural producers or farmers in Brazil, using the theoretical model of Nonaka and Takeuchi (1997). The research is an exploratory-descriptive study of a qualitative nature. The study demonstrated that for new knowledge to be created in the rural properties researched, at least three conditions should be considered essential: when people and their emotions are associated with work activities; when the personal relationships contribute to the improvement of the rules, the management and the policies of the farm; and when the knowledge is associated with experimentation and external incentives. For the creation of new knowledge to occur, information and insights from different sources, mainly, from co-operative, are also necessary to start the process of change in mental model and for the learning of people, groups and organizations in agribusiness.