The strategic challenge in marketing products from family farming

A.H. Santos Silva, R.M. Ferreiro Silva, R.D.S. Musser, F.C. de Carvalho Silva, M.B. Bovet, R.A. Deiga Ferreira, M.G. Pereira de Melo, E.A. de Sousa, T.M. da Silva, J.M.S. do Nascimento
The challenge for the Brazilian agriculture in the horticultural segment is to provide products with quality standards meeting the new market demands. The distribution logistics and different services offered in commercialization including transportation, handling, conservation, packing, lettering, and marketing, are little-known or used vectors of this strategy. Costs with quality preservation may both affect competitiveness in production and in commercialization as well as provide new market opportunities with differentiated and greater added-value products. The differentiation of a product in the market is not only for its price, but because of its quality, frequency, right place, along with demanding consumers. Differentiation and quality are the main value-adding elements. To identify services that at a lower cost adds value, but keep the quality, are necessary studies that will identify distribution channels, services, and their relative costs. The Family Farming commercialization Centre (CECAF), located in the Supply and Logistics Centre of Pernambuco (CEASA-PE/O.S.), sells leafy vegetables, fruits, and tubers. Those products are sold by permission holders/producers who mostly live in urban areas near to the CEASA-PE/O.S. The products sold there are highly perishable, and the lack of proper packaging contributes to the losses. A study conducted in the CECAF, showed that products are transported in boxes out of the standards established by the Brazilian legislation. Aiming to adapt to the legal and market requirements as well as improving quality in the products, the CEASA-PE/O.S. began in 2002 a project called “Horti & Fruti Qualidade” (vegetable and fruit quality). This project created the program Packaging Centre, which aims to improve quality, reduce waste, and increase the postharvest technological level. Family farming is responsible for 70% of the rural GDP of the state of Pernambuco, and for creating jobs in rural areas. Thus, studies were done in the CECAF, in order to promote changes.
Santos Silva, A.H., Ferreiro Silva, R.M., Musser, R.D.S., de Carvalho Silva, F.C., Bovet, M.B., Deiga Ferreira, R.A., Pereira de Melo, M.G., de Sousa, E.A., da Silva, T.M. and do Nascimento, J.M.S. (2018). The strategic challenge in marketing products from family farming. Acta Hortic. 1215, 185-190
DOI: 10.17660/ActaHortic.2018.1215.35
CEASA, CECAF, Pernambuco, vegetables, quality

Acta Horticulturae