Family agriculture and the solidarity economy fair in Lages, SC: an analysis from the marketers' perspective

Abstract

The aim of this text is to reflect on family agriculture and its relation with the Municipal Solidarity Economy Fair of Lages, SC, based on the marketers’ perceptions. Topics discussed include product quality and relationship with consumers; difficulties encountered in family farming; the meaning of direct marketing; the fair and the development of family agriculture; experiences and perceptions of consumers, evolution of marketing; expectations about the future of the fair. From the founding of Lages in 1776 until 1940, cattle ranching predominated economically in large farms, being succeeded by the activity of wood exploitation (1940-1970). In this context, family farmers occupied land in riverain regions or farm backgrounds. The production of subsistence was characterized by the planting of corn and beans in a conventional way, raising small animals, with the surplus being commercialized in the city of Lages. "The People's Force", the Municipal Administration between 1976-1982, developed significant projects aimed at family agriculture. In the Administration of 2012-2016, the Secretariat of Agriculture and Fishing once again prioritized family agriculture, with special attention to the organization of trade fairs in the city. One of them was identified as "Municipal Solidarity Economy Fair". By 2014 the movement had achieved public policy status. In addition to family farmers, other urban solidarity enterprises participate. The fair comes in a process of consolidation, generating visibility and appreciation of its protagonists, as has never happened in the history of family agriculture in the region. This is a qualitative, descriptive, bibliographical research built on fieldwork with a semi-structured script. It is hoped that this work will strengthen the fair as a manifestation of the public policy of solidarity economy, provoke the participation of other solidarity enterprises of the rural and urban environment, as well as point to existing gaps in the development of family agriculture as an important sector of the regional economy, guaranteeing healthy food sovereignty.