Percepção dos agentes da cadeia láctea em relação à qualidade do leite

Abstract

The objective of this research was to investigate the perception of milk quaüty by agents ofthe dairy chain. Specifically, the aims were to characterize the behavior of these agents, to verify if there are discrepancies between what establishes legislation for the production and obtention of quality milk and the actions employed by agents of the production chain, to identify the attributes which these agents consider relevant for the milkto be a quaüty product, and to determine which attributes, in the consumers' perspective, most differ from the perception of the agents, evaluating the quality dimensions into which they fit best. Agents located in the South/ Southeast ofMinas, Countryside ofVertentes and West of Minas were investigated, comprising four segments of the production chain: primary production, the processing industry, the market and consumption. Data were obtained through semi-structured interviews, the appücation of a mixed questionnaire, and focus groups. The results ofthis study demonstrated that the interviewees in the primary production, commerce and consumption segments are little informed about the steps involved in the production, commerciaüzation and consumption of quaüty milk. Agents of the industrial processing segment are better informed although, for them, milk quality is desirable as long as it is connected to market promotion and greater financial returns. Agents ofthe dairy chain possess highly variable perceptions, emphasize financial retums and have a vision of independence and individualism among the segments ofthe chain, which causes difficulties for the estabüshment of poücies. This study elucidated the links which exist between the actions of these agents and the normative standards, and exposed aspects which should be better considered in order to achieve improvement in milk quality which, as a consequence, will contribute to an increase in the competitiveness ofthe dairy sector.