A cesta de bens e serviços territoriais e os mercados alimentares físicos e digitais de agroindústrias familiares

Abstract

The Basket of Territorial Goods and Services (CBST) may be understood based on the articulated offer of a set of specific goods and services of a certain territory, especially rural. The Basket establishes a direct connection with the food markets, as agrifood goods and services produced mostly by family agriculture and family agroindustries may be strategic components of the Basket, as they generally come from territorial specificities. In the same way, different markets may originate from specific characteristics of a certain territory. Thus, the central theme of this dissertation was to know the different physical and digital food markets built by family agribusinesses in the territory of the Association of Cities from the Far West of Santa Catarina (AMEOSC). The study was guided by the following questions: which physical and digital food markets the family agroindustries build in the territory of the Far West of Santa Catarina? Which operational dynamics and characteristics are prevalent in these markets? Such questions aimed to investigate how the building of physical and digital markets occurs in family agroindustries initiatives, besides the existing social-economic relations and their operational dynamics. In order to fulfill this purpose, we conducted field research between December of 2021 and June of 2022 with 35 family agroindustries within the AMEOSC territory. Data collection was carried out via forms and netnographie of the Instagram and Facebook profiles and the websites of the participating family agroindustries. To analyze the data, we opted for mixed methods, integrating descriptive statistics (quantitative analysis) and content analysis (qualitative analysis). Results suggest that family agroindustries use a diverse set of commercial channels and build digital, public, conventional, territorial and proximity markets. The majority of the production of the family agroindustries is commercialized in the AMEOSC territory, which suggests predominance of local consumers’ access to specific actives produced. The findings show that almost half of the production is commercialized via digital means, especially via WhatsApp. Also, digitalization represents 80% of the commercialization channels. Social media, such as Instagram and Facebook, are mobilized to commercialize, expose the production process, reinforce the quality aspects of the foods and drinks made and make the place of origin visible. Besides, we point out that there is an interrelation and interdependence between the food markets and the CBST. Lastly, we suggest future studies investigate the consumers’ motivation to buy specific goods and services, as well as the participation of virtual spaces in the construction of sustainable territories and strengthening of the CBST.