Comercialização de hortigranjeiros nos assentamentos do MST, no município de Nova Santa Rita: uma aplicação do modelo Swot

Abstract

This paper focuses on the marketing of vegetables, which are produced in the settlements of the municipality of Nova Santa Rita. The production is in 6 families Settlement Chapel, 8 families and 32 families Itapuí Settlement Settlement of Santa Rita de Cassia II. The evaluation was made from the matrix method of SWOT analysis, being used as a constructor elements of evaluation and systematization of the theory Value Chain and Generic Strategies. The forms of production found in the settlements were the marketing channels of direct sales to consumers, sales to small markets, restaurants and local shops, sales of organic farmers in fairs, sales channels and sales for government projects agribusinesses. From the Value Chain theory, you could see that would be an interesting option for all settlements to adopt a strategy of differentiation, being mainly related to organic production, built in the settlements, the fruit of Agrarian Reform, are products that take the symbols MST, who is adept at this fight, but products are also linked to the discussion of solidarity economy. It is also important Settlements Santa Rita de Cassia II to adopt the strategy of the settlement costs and still Itapuí adopt the strategy of focusing on differentiation. The main difficulties encountered in the marketing process were: lack of productive infrastructure, and labor intensive manual labor with great difficulty; Lack of adequate transportation to market, many families rely only on government projects; values of DAPs are very low ($ 4,500 , 00); specific lack credit, difficulty managing production and standardization in the production and quality; on some products and not have to agribusiness takes them, and lack of planning and activity management and ownership for many families. The main potential being exploited and were diagnosed: Settlements located in a region of very large consumer market, whole food production is organic; symbology products carry a very large, it is MST and Land Reform, regional organization, with the participation and organization in the form of Group Managers; COOTAP take an active role in the articulation of accomplishing this marketing and logistics channels of marketing projects EAP; Several families have fair participation in, and contribution of ATES.