ECONOMIC ANALYSIS OF THE MARKETING CHANNELS IN CITRUS INDUSTRY IN BRAZIL

Abstract

The objective of this article is to analyse the marketing channels adopted and the contractual relations present among certified and uncertified producers of citrus production chain in the region of Vale do Cai, RS, Brazil. 49 producers of this region were selected randomly and semi-structured forms were applied to them. The producers had the biggest success in this market with certified fruits starting from the moment when they became members of a cooperative or an association, preserving a higher governing structure through certification. Although uncertified producers are not marginalized in the chain, they are more vulnerable to market fluctuations and access less sophisticated marketing channels.

Keywords

• certification
• marketing channels
• contractual relations