Abstract:Resumo: Nas últimas décadas surgiram movimentos contrários ao modelo agroalimentar hegemônico, que prezam pelos valores de qualidade, tradição, confiança e proximidade, geralmente baseados em circuitos curtos de comercialização. Este artigo analisa o relacionamento entre agricultores e consumidores e a fidelização destes, adotando a abordagem do marketing de relacionamento, em grupos de venda direta denominados células de consumidores responsáveis (CCR). A metodologia utilizada nesta pesquisa incluiu observaçã… Show more
“…On the other side, while the literature has considered the role of consumers as fundamental for the development of FMs, both as co-creators (Sacchi et al, 2022) and co-managers (Betz and Farmer, 2016), our sample shows instead a very little participation of consumers in the design of FMs, in the strategic planning, and in decision-making. However, citizens are not just mere consumers but stakeholders interested in the environment and sustainability and play an important role in influencing the qualification of products sold, in the definition of some of their characteristics and in the recognition of producers (Muchnik, 2006;Sanz-Cañada et al, 2018;Giacchè and Retière, 2019;Lovatto et al, 2021). Aware of this, some market managers, such as that of the Lucca Earth market, have shown interest in introducing participatory guarantee systems as tools for achieving a higher involvement of consumers in the dynamics of the market, although so far without much success.…”
Section: Fms As Socially Constructed Spacesmentioning
Farmers’ Markets (FMs) have gained relevance in recent years as increasingly acknowledged to be critical to turn to more equitable food systems, easing agroecological transition, and preserving biocultural heritage. However, the issue of the forms of social and institutional coordination needed to create, organize, manage and promote FMs is a recent topic in the literature, and their governance is still poorly considered. Based on a set of case studies in Tuscany, Italy, this paper intends to contribute to filling this gap by analysing the forms of governance and the role of different stakeholders. The hypothesis is that FMs are social constructions that respond to processes of social and institutional innovation through direct exchanges between producers, consumers and other stakeholders, articulated at both local and non-local level. The aim of the paper is to explore the interactions between stakeholders and the corresponding forms of multi-level governance that emerge. The method for testing the hypotheses is qualitative, through semi-structured interviews to FMs managers and conversations with producers and other stakeholders, conducted between May and August 2022 in Tuscany. The research was complemented by consultation of indirect sources, such as FMs websites and social networks. The results are summarized in the elaboration of a three-dimensional and territorially embedded governance model. The first dimension refers to the management of internal relations between stakeholders within the FM. The second corresponds to the activation of dialogue, negotiation, and agreement with the municipality and other local authorities, and with local farmers’ unions. The third type corresponds to vertical flows between the FMs and extraterritorial bodies, i.e., regional government, regional and national farmers’ unions and other stakeholder associations. It is important to note that at FMs level, processes of hybridization between the different types of governance are established. The article contributes to the analysis of FMs as economic and social constructions and may be useful for establishing comparative frameworks around institutional and collective action dimensions, multi-actor and multilevel studies of governance.
“…On the other side, while the literature has considered the role of consumers as fundamental for the development of FMs, both as co-creators (Sacchi et al, 2022) and co-managers (Betz and Farmer, 2016), our sample shows instead a very little participation of consumers in the design of FMs, in the strategic planning, and in decision-making. However, citizens are not just mere consumers but stakeholders interested in the environment and sustainability and play an important role in influencing the qualification of products sold, in the definition of some of their characteristics and in the recognition of producers (Muchnik, 2006;Sanz-Cañada et al, 2018;Giacchè and Retière, 2019;Lovatto et al, 2021). Aware of this, some market managers, such as that of the Lucca Earth market, have shown interest in introducing participatory guarantee systems as tools for achieving a higher involvement of consumers in the dynamics of the market, although so far without much success.…”
Section: Fms As Socially Constructed Spacesmentioning
Farmers’ Markets (FMs) have gained relevance in recent years as increasingly acknowledged to be critical to turn to more equitable food systems, easing agroecological transition, and preserving biocultural heritage. However, the issue of the forms of social and institutional coordination needed to create, organize, manage and promote FMs is a recent topic in the literature, and their governance is still poorly considered. Based on a set of case studies in Tuscany, Italy, this paper intends to contribute to filling this gap by analysing the forms of governance and the role of different stakeholders. The hypothesis is that FMs are social constructions that respond to processes of social and institutional innovation through direct exchanges between producers, consumers and other stakeholders, articulated at both local and non-local level. The aim of the paper is to explore the interactions between stakeholders and the corresponding forms of multi-level governance that emerge. The method for testing the hypotheses is qualitative, through semi-structured interviews to FMs managers and conversations with producers and other stakeholders, conducted between May and August 2022 in Tuscany. The research was complemented by consultation of indirect sources, such as FMs websites and social networks. The results are summarized in the elaboration of a three-dimensional and territorially embedded governance model. The first dimension refers to the management of internal relations between stakeholders within the FM. The second corresponds to the activation of dialogue, negotiation, and agreement with the municipality and other local authorities, and with local farmers’ unions. The third type corresponds to vertical flows between the FMs and extraterritorial bodies, i.e., regional government, regional and national farmers’ unions and other stakeholder associations. It is important to note that at FMs level, processes of hybridization between the different types of governance are established. The article contributes to the analysis of FMs as economic and social constructions and may be useful for establishing comparative frameworks around institutional and collective action dimensions, multi-actor and multilevel studies of governance.
“…Esse conjunto de situações geradas pelas comunidades locais e as instituições parceiras, tornaram possível a abertura de mercado para os produtos, cuja origem é identificada de acordo com as premissas da sustentabilidade, incluindo as relações de equidade de gênero, juventude e respeito ao meio ambiente. O que funciona como agregador de valor aos produtos que contribui para fidelizar o consumidor (LOVATTO et al, 2021) Os aspectos de coesão social são principalmente vinculados àqueles que melhoram a qualidade de vida no campo, ou do segmento social identitário que se propõe a levar adiante ação coletiva comunitária. Visando a geração de renda e melhores condições de trabalho, grupos se organizam para otimizar os recursos, agregar valor aos produtos, conseguir espaços para comercialização e serem reconhecidos socialmente, de modo que transmitam confiança e sirvam de referência e exemplo a ser seguido.…”
A insegurança alimentar no meio rural desafia as instituições de Assistência Técnica e Extensão Rural (ATER) a encontrarem metodologias adequadas para dialogarem e desenvolverem ações, que alcancem de forma efetiva, as famílias de agricultores, e que sejam capazes de transformar positivamente a sua realidade. O objetivo deste artigo é analisar as principais ações executadas e metodologias adotadas pela equipe técnica de ATER junto às agricultoras e agricultores no Projeto AGROSAN, em Pernambuco, com vistas no alcance da segurança alimentar destas famílias. A metodologia adotada para pesquisa foi qualitativa, de método descritivo, amparado em revisão narrativa, com pesquisa documental, e análise de vídeos documentários, com depoimentos das famílias beneficiadas do Projeto. A abordagem teórico-conceitual se encontra principalmente focada em três bases: extensão rural participativa; Agroecologia como ciência, movimento e prática; e a atual compreensão de Soberania e Segurança Alimentar e Nutricional nas políticas públicas. Como resultados evidencia-se a eficiência da estratégia adotada pelo Projeto no que se refere ao processo de formação da equipe de ATER, e a metodologia de abordagem às famílias. Consideramos que o Projeto AGROSSAN foi assertivo e produziu impactos importantes sobre as famílias beneficiadas, contribuindo para a qualificação adequada dos técnicos envolvidos.
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