Agricultura familiar, marketing e inserção nos mercados: o sonho possível?

Abstract

This work aims at evaluating commecialization programs addressed to agricultirist fàmilies conceming the extent ofperception and utilization of their marketing technics. We specifically tried to get a historical perspective of the studied programs, besides a characterization and analysis of the merchandising tools used. Trie objects ofthe study were the Associative and Merchandising Program ofthe Regional Association ofRural Workers from Zona da Mata in the State ofMinas Gerais and the Verticalness Program for the Small Familiar Agricultural Production from the Federal District PROVE. The adopted methodology was based on a quality research through the study ofthe two cases mentioned above. For the collection ofdata we used the technics ofsemi-structured interviews or by items, following a previously established and adapted scheme ofinterviews. We observed that none ofthe programs had a specific marketing advisory but only involved professionals that were proficient in specific áreas. In Zona da Mata, the guidelines and actions tend to the formation and enhancement ofa corporative image of agriculturist fàmilies. In Brasília (Federal District) the corporative image was associatedto the govemment instead ofthe agriculturists. In Minas Gerais as well as in the Federal District, there was the creation ofa trademark to show the products ofthe regional familiar agriculture. In Brasília the program was especially concemed with the packing and the visual graphic introduction of the products and in the Zona da Mata that concem was less observed. The Regional Association Program proved to be more concemed with the strategical issues since the existence ofthe program comes to the present days, while PROVE was more careful with the tactics and operational issues and was discontinued after the Federal District mandate expired.