Method for planning and selecting distribution channels for fruit and vegetable small farmers focusing on their assets and skills

• Ano de defesa: 2024
• Autor(a) principal: Valério, Flavio Ruhnke
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Instituição de defesa: Biblioteca Digitais de Teses e Dissertações da USP
• Palavras-chave em Português: Acesso ao mercado; Agricultura sustentável; Business models; Canais de distribuição; Pequenos produtores; Plano de canais de marketing; Small-scale farm; Smallholders; Sustainable farming; Value chains inclusion
• Link de acesso: https://www.teses.usp.br/teses/disponiveis/96/96132/tde-07112024-112040/

The demand for food has been growing worldwide, and due to their representation in the supply of agricultural products and the social benefits they can bring, smallholders have been gaining attention. Despite this, these farmers have encountered many challenges in reaching their true potential and remaining in activity, the main one being the lack of access to the market. Existing distribution channels present compatibility problems with small-scale models, and a viable alternative would be to seek to reduce the length of production chains so that small farmers\' participation in profits increases. However, in doing so, marketing flows and channel functions previously performed by intermediaries need to be performed by other agents. Distributors do not want more responsibilities, so a viable alternative for already pressured farmers is to select marketing channels that are more \"appropriate\" to their resources and skills. Therefore, through the theoretical lens of the Resource-Based View, this study aimed to evaluate which distribution channels for fruit and vegetables (F&V) in Brazil are most suitable for small producers depending on their capabilities and assets. The method of analysis used in the research was grounded theory. A distribution channel planning method proposal focused on selecting the most compatible channels was developed through data collection in the literature and in-depth interviews with experts and small growers. The results include a compilation of the main challenges faced by small-scale farms and their impacts on the fruit and vegetable producer\'s business. The problems were divided into those of external origin, such as public policies, logistics infrastructure, climate, and risks, and internal challenges, such as lack of access to markets, inputs, financing, knowledge, resources, and others. Furthermore, the preferences and supply requirements of existing distribution channels for F&V were analyzed in terms of scale, product quality, mix variety, purchase frequency, relationship and interaction, delivery logistics, and payment conditions. This analysis also allowed the debate on the main strategies for using each of these channel alternatives. Finally, a method was proposed for planning marketing channels focused on selecting the most appropriate options according to the characteristics and profiles of producers. The method was built to be a simple tool and consists of four phases: (1) diagnosis of production and commercialization, (2) objectives and market access strategies, (3) strategic projects, and (4) monitoring and review. To assist producers and other professionals involved in creating the plan, several tables to fill out and lists of possible strategies and projects are also presented. The results confirm the thesis that there are channels that are more compatible with the reality of small farmers than others and that it is possible to improve access to the producer market through the selection of partners according to the producers\' resources and competencies.