Networks, Social Capital and Marketing as Key Elements for Family Farms: An Experience at the Jaiba Public Irrigation Project

Abstract

This study discusses an experience of a group of small lemon growers in a public irrigation project called Jaíba, partnering with a private company called Itacitrus, besides Codevasf (Development Company of the Valleys of San Francisco and Parnaiba). Because of the known difficulties of turning small properties into profitable units inside public irrigation projects in Brazil, the study aims to understand which were the elements that allowed the sustainable growth of the growers’ association. This paper identifies and analyses investments of each party involved in the partnership and their shared responsibilities. The method used is the in-depth case study, along with documental research and observation that allowed bringing up multiple and different variables over the phenomenon. The concept of networks is used along with social capital and marketing. The conclusions indicate that small family producers should acquire or develop product quality management techniques as well as trade competences. Secondly, trading companies should be able to develop long term partnerships with producers and governmental entities must evaluate whether critical competences are present as a way to drive public investments.