CONDITIONS ASSOCIATED WITH THE PARTICIPATION OF FRUIT AND VEGETABLE PRODUCERS IN MARKETING CHANNELS

Abstract

The insertion of farmers in markets can range from a simple exchange of surpluses to more organized and complex forms, built from processes of social interaction. These different forms of product exchange are called marketing channels, which are characterized by different forms of interaction of producers with markets. This work aims to explore and understand the
conditions that may be related to the participation of fruit and vegetable producers in the Jaguari Valley in different marketing
channels. The operationalization of the research was made by applying questionnaires to the 67 producers who declared
themselves producers of fruits and/or vegetables. The data were analyzed with the help of the Software SPSS (Statistical
Package for the Social Science) 21, using descriptive statistical techniques and chi-square test. It was observed that each
municipality presents different forms of insertion of fruit growers and horticultures in the markets. In Jaguari, the territorial market stands out for the presence of the Cooperative Agrarian S. José Ltd., while in Nova Esperança do Sul the proximity markets are more representative. The type of product also interferes with access to one or more markets. Comparatively, in New South Hope, commercial relationships are characterized by interpersonal bonds based on trust and friendship between individuals, especially in small communities; in Jaguari, most transactions are based on monetary values (price), but with a strong emphasis on the importance of issues of provenance and reputation, which have been built up over time.