Rastreabilidade na cadeia produtiva do leite como vantagem competitiva

Abstract

Traceability as a tool of competitive advantage for the dairy production chain is provided for its strengthening vis-à-vis its agents, taking the market into account, especially consumers, with special reference to the external market. Quality research based on a case study and half-structured interviews at a dairy plant in the western region of the state of Santa Catarina, Brazil, was undertaken. Inserting traceability was a suggestion of a technology supplier and a marketing strategy. High costs, tool broadcasting, generation of culture on the issue, correct treatment of information and specially-prepared personnel were required. Results show that professionalism and research on new technologies at lower costs and the development of activities are required. The above demonstrates the importance and results of traceability on consumers' buying power, involving product quality and food safety.