Food marketing strategies based on social networks:

a case formed after the start of the COVID-19 pandemic in Santa Maria - RS

Abstract

The pandemic caused by COVID-19 caused changes in the agri-food market scenario. Farming families needed to adapt to the economic, social and cultural changes caused by the need for social isolation. This article analyzes the case of the “Lá de Fora” project, a social networking page created during the pandemic scenario, in order to market the products of three local food producers that had a drop in sales of some marketing channels with the beginning of pandemic. The article points to the novelty of the commercialization in the enterprise and details the process of creation and systematic sales of food products available between the partner producers. The creation of personalized baskets and the signing of baskets led to the genesis of a customer loyalty framework with the potential to maintain the sales channel in the post-pandemic scenario.