For its large participation on Brazilian GDP, the agricultural sector represents today a fertile field for studies and researches. In this context, the objective of this study was to identify the profile of farmers from the Middle-North region of Mato Grosso, Brazil, and their learning demands. Based on the theory of studies on informal learning and on the working location, we conducted a basic interpretive qualitative research with the managers of four rural unions from the Middle-North of the state of Mato Grosso. For the data analysis, the category analysis method based on Lankshear and Knobel (2008) was used. It was possible to perceive the activity of the unions regarding the needs and interests of its represented concerning political and social aspects. Regarding the learning, we verified that there are still learning demands from control and trade administration, and productive and information technology aspects, in addition to the climate and soil characteristics.