The Bem-Estar Group of Ladário-MS and the Marketing Channels

Abstract

The objective of this study was to analyze the strategies used by the Bem Estar  Group components for the commercialization of their products and which is the main marketing channel of their choice. In order to meet the aims of the present study, a qualitative research was chosen, regarding the procedures was used the field research and as a data collection instrument was chosen the semi-structured interview. The Group's production is basically intended for sales at the street markets in Ladário, at UFMS/CPAN, at Embrapa Pantanal and at IFMS of Corumbá, as well as Government Food Acquisition Programs for Family Agriculture (Food Acquisition Program and the National School Feeding Program). According to this study it was verified that all marketing channels are important, however each one has its preference, whether for the safety, sale of any product, comfort or recognition. Certification is the key for recognizing the efforts of these family farming. Qualifying and certifying their products with an organic food stamp and qualifying the production system will make the group even more recognized, helping to increase family income, especially in sales to Government Food Acquisition Programs, as well as enlarge the sales channels.