The A Importance of the way of commercialization in the consolidation of agroecology

Abstract

The study shows the importance of marketing strategies of producers associated with the Association
for the Development of Organic Agriculture in Goiás (ADAO) to strengthen consumer
access and agroecological principles. The study was conducted between August 2016 and
March 2017, interviewing 15 organic farmers who market their products at the ADAO fairs in
Goiânia-GO. Comparing this way of selling and selling in large retail chains, research shows
the advantages and difficulties of each.The association encourages the marketing in organic
fairs, in places and times predetermined by the entity. It does not prevent farmers from marketing
in other places, but it has been found that only 19% of them sell beyond the fair, in small
emporiums and restaurants. As a result of the farmer’s contact with the fair’s consumer, there
is the delivery of home baskets, which is made by 30.7% of the producers. Farmers associated
with the ADAO are against the current trend of increasing sales of fruits and vegetables in
supermarkets; They do not use the strategy of selling in large retail chains. By taking another
path, they access the consumer in a differentiated way, bringing together advantages that
strengthen and bring credibility to agroecology.