Análise mercadológica sobre a disponibilidade dos alimentos orgânicos no Brasil

Abstract

Organic food is based on agricultural production considered alternative proposes to maintain the original characteristics of the food, minimizing the impact of chemical contaminants, as well as adding to the products generated, concern for social and environmental requirements. Current trends in food consumption point to the dietetic use to promote health and, at the same time are environmentally sustainable. Thus, organic foods are presented as a type of product that meets the expectations of a growing segment of new consumers, concerned about the health and well-being. However, the benefits of this type of production are not accessible to the majority of the population, as this product tends to be marketed differently, reaching only a limited market of consumers at the strata, more economically prosperous. Thus, the aim of this study was to analyze the interference of capitalism in the organic food market, because with the inclusion of large companies in the trade and production of this type of food, it was directed to large retailers and wholesalers with greater power bargaining dispute to these internal and external markets. Initially, the production of alternative food challenged capitalism, denying conventional practices in food production, which were employed in rural areas, more recently, this new productive sector is being co-opted by the same system, to adopt strategies typical of this ideology, with the clear objective of expanding markets in the food and the consequent increase in the generation of profits. This study was based on literature searches and document covering virtual publications, as well as databases, looking forward with studies on the organic food market in Brazil. The results show that agricultural companies and food distribution networks, restricting the earnings of small organic food producers, by creating barriers to its production, such as the requirement of certification seals or even guarantee the correctness of delivery of these products to commercialization. It was also verified that the modern cuisine, attentive to this new market, uses organic foods as an opportunity to add value to the final products, which are prepared in restaurants targeted to a market sensitive to trends in sustainability and health promotion. This type of strategy allows to enlarge and retain a new type of dinner, adding a competitive edge to the establishment. Based on this analysis, recommendations are made and highlighted implications, and future research are suggested to a deepening of the theme, which will require an interdisciplinary and transdisciplinary study, involving cultural, motivational and psychological