DIFFERENT MARKET DYNAMICS FOR STRENGTHENING FAMILY FARMING IN GUARANIAÇU (PR): THE CASE OF THE FARMER'S CELLAR AND THE FAMILY-STYLE COLONIAL PRODUCTS BUSINESS

Abstract

Family farming is very important to society, as it produces a significant portion of the food consumed daily by the population. However, to enhance the sale and marketing of products, family farmers need to seek strategies and integrate themselves into market dynamics, such as joining cooperatives, selling at fairs and supermarkets, and using partnerships with solidarity economy entities. In the city of Guaraniaçu, Paraná state, there are two organizations that use distinct market dynamics and stimulate family farming: Celeiro do Agricultor, coordinated by the COOFASG cooperative, and Empresa Familiar de Produtos Coloniais, whose management is family-run. The objective of this article was to analyze, through a case study, the market dynamics of the two organizations and how they assist in the marketing of farmers' products in the region, as well as to demonstrate the importance of cooperativism and the solidarity economy within the markets of family farming. The results indicate that the organizations presented distinct marketing models, with Celeiro structured based on collective organization and access to public policies, while the family business stood out for its rural entrepreneurship and the addition of value to its products.