Mercado institucional e agricultura familiar: o caso da Cooper Familiar

Abstract

The conventional market for agricultural products, based on long distribution channels have removed the consumer and producer given space to middlemen, who pay little for the product. This process has contributed to the exclusion of many farmers, especially family based. Although organized family farmers cooperatives still have difficulty in marketing their products is due to the small scale of seasonality or lack of production planning. For entities representing family agriculture, the search for marketing spaces is a constant challenge. With the emergence of family farming in the purchase of food for institutional programs the marketing landscape has changed. Today the main food purchase programs are PAA and PNAE, who buy food from family farms to meet the need of schools and social assistance entities. The Cooper Family is a cooperative representing family farmers in 15 counties of SC West, a pioneer in the institutional market since 2002 working in the sector. This study aims to study the relationship of the Cooper Family with the institutional market, relating to diversity and volume offered, with the demand of different marketing channels accessed and identify possible obstacles and opportunities in cooperative relations with the institutional market. The study was conducted in the Cooperative Alternative Family Farming - Cooper Family in Chapecó - SC, in the period from March to October 2014. The methodology used is the case study. Data were collected through desk research and direct observation. Materials and bureaucratic flow relating to marketing operations linked to the institutional market were identified. Data were analyzed from a systemic approach. The results point to the importance of the institutional market and in strengthening cooperative structure, contributing to the diversification of production and improvements in income of associates. The increased diversity of products offered increases the possibility of marketing by the cooperative. Although the contributions of PAA and PNAE programs, it was noticed that few families have been able to access the programs and that the greatest obstacles to such access are the lack of understanding of public officials about the importance of buying local and family farming. The bureaucracy required to include new families also discourages access. Within the cooperative was observed that the operating difficulties are related to the lack of working capital for investment and the lack of staff to provide technical assistance and organize the production of the members.