Social construction of markets of family agriculture

Abstract

The social construction of markets is currently one of the main challenges of family agriculture.
The study to analyze a short sale circuit known as Permanent Market Center for Family Agriculture
(CCPAF or Centers), used by more than 2.000 family farmers in 26 municipalities in
the state of Paraná, Brazil. The CCPAFs are collective sail points for family farming products,
from fresh, such as vegetables and fruits, to hand-made processed, such as breads, pastries,
cheeses, and others. We analyzed the dynamics of operating and rooting ways from the point
of view of the social construction of markets. It was found that the Centers represent a viable
alternative of market and contribute to family agriculture valorization, for socioeconomic reproduction
of involved farmers and for family succession. These markets are rooted and enveloped
by social relations that go beyond economic gains, where reciprocity is present. The
human values of trust, sharing, affectivity and mutual help are expressed in the motivations,
satisfaction and well-being feelings in the individuals involved, resulting in a long time of existence
of these Centers, in average of 10,4 years.