Beyond supermarkets: new strategies in the world of organic food in Brazil

Marília Luz David - Universidade Federal do Rio Grande do Sul (UFRGS)

Julia S. Guivant - Universidade Federal de Santa Catarina

This article analyzes new organic food companies in Brazil that, inspired by alternative

experiences, emerge as facilitators for the relationship between consumers and producers by offering box scheme signatures and by professional use of the internet. Our fieldwork comprises interviews with these companies’ managers and industry representatives, analysis of online advertising and media publications. In the first part, we discuss relevant sociological literature on this theme. In the second part, we analyze how these companies operate and use the internet; how they perceive consumers; how they mediate the relationship between consumers and expert knowledge on consumption, risk and food law; and how trust relationships work. We conclude that digital technologies help coordinate these companies’ operations and build consumer trust in their services. We also note that these companies have developed hybrid supply chains and had to devise strategies to address supply problems, trust issues and customer dissatisfaction.

Keywords: Food market. Digital technologies. Consumers. Expert knowledge.

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