The rise of the radical right is often attributed to economic disappointments rooted in structural transformations. However, these explanations frequently fail to extend beyond advanced democracies, where most structural changes differ. To advance the limited understanding of the political effects of structural transformations in countries of the Global South, we study the shift to high-intensity agricultural production in Brazil in the early 2000s. We argue that -- similar to developments in advanced democracies -- left majoritarian parties (in this case the Brazilian Workers' Party, PT) losing the support of those left behind by structural change contributed significantly to Jair Bolsonaro's rise to power. At the same time, Bolsonaro's economically liberal appeals resonated with workers embedded in increasingly industrialized, export-oriented agriculture. Therefore, Bolsonaro garnered support from the winners and losers of structural transformation simultaneously. This highlights the role of economic liberalist appeals distinct to the radical right in the Global South.