Challenges of agroecological food marketing strategies: an account of the fair From the field to the table: healthy food

Abstract

This paper relates the creation of the first fair of agroecological products in Araraquara/SP.
A group of producers based on training courses was formed, with settlers who already had
participatory certification, as well others who, even though they did not have the certification,
already produced without pesticides and others who were sensitized and proposed to make an
agroecological transition. The agroecological character of these producers has been proven
through the creation and strengthening of Social Control Organizations. The fair is an important
commercial space, which favors self-esteem and trust between producers and consumers.
By means of a price survey, we conclude that the fair is a type of peasant market that is
very different from supermarkets and grocers specializing in organic products, which market
a production that is often not local but specialized producers targeting a niche Organic market
of large networks.