Produtos orgânicos: aspectos gerais de comercialização em Chapecó (SC)

Abstract

The interest of the population to introduce healthy habits in their lives increasingly drives the consumption of organic food in Brazil, which has stimulated the production and marketing. The market for organic products is demonstrated incipient in several regions of the country, no different in Chapecó (SC). This conclusion results from the complexity involved in the marketing process. The understanding of the marketing process becomes important, since it is this that will ensure farmer income and their quality of life. The aim of this study is to characterize the aspects related to the marketing of organic products of plant origin certificates and / or certification process in Chapecó (SC). Was used as the case study methodology, with exploratory and descriptive, conducted through semistructured interviews directed to experts, organic farmers and managers of supermarket chains. For the study, it was found that the marketing processes are distinct, as the particularities of marketing channels, which are outlined around the profile of consumers and supply of organic products. Currently, there are few marketing channels that offer organic products, especially in relation to fresh products due to the low number of certified organic farmers in Chapecó (SC). In addition, the supply constraints and the lack of agreement between supermarkets and farmers resulting in a market development still quite slow. The supermarket chains require the farmer a frequency distribution, bulk and product diversity, possible only in a large-scale production, not being the productive characteristic of organic farmers studied in this county. Farmers need to use their products and, with its limited production, prefer to market in local fairs, whose sites provide more benefits to farmers. The existence of a consumer public not prepared to understand and value the productive dynamics, which are conditioned to seasonal difficulties and irregularities in the supply of organic products, it becomes an obstacle to the development of the market.