Agroecology and direct sale of organic food: a study of two marketing experiences in Santa Catarina, Brazil

Abstract

This article analyzes two direct marketing experiences between farmers and consumers in Santa Catarina, Brazil, regarding the valorization of the agroecological principle of agrobiodiversity and key elements of short food supply chains (SFSCs). The Ecoserra Agroecological Baskets located in the Lages region and the Responsible Consumer Groups (RCGs) in the Florianópolis region were analyzed from the following categories: (i) agrobiodiversity and (ii) geographical and relational proximity. This paper studies two cases in which the data were collected through participant observation, document analysis, and interviews with key informants. Both experiences have great commercialized diversity, differing from each other by the fresh or processed nature of the products and by their origin in the territory or from more distant places. The RCGs showed more significant geographical and relational proximity, ensuring diversification of products from the territory and greater participation of farmers and consumers in the dynamics generated. Ecoserra Baskets work with an agrobiodiversity of more distant origin and less relational proximity between the actors involved, with little consumer engagement. We concluded that both experiences have growth potential; however, in the case of Ecoserra, there is room to expand the valorization of constituent elements of agroecology and SFSCs.