Organic markets social construction: the case of Responsible Consumer Cells in Florianópolis-SC

Abstract

Contemporary movements against industrial production forms, supply, and agrifood consumption defend alternative processes that reconnect producers and consumers, rescuing cultural and social values, relocating agriculture in the territories and valuing the environmental dimension. In this context, it is important to highlight the demand increases for organic food and changes in production and consumption patterns, based on quality and trust values. Related to this perspective, this study aims to analyze the Family Farming Commercialization Laboratory (FFCL-UFSC) experience, focusing on the extension project Responsible Consumption Cells (RCC), in an effort to comprehend its contribution to the market social construction of organics/agro-ecological in Florianópolis – SC, Brazil. Theoretically, the study defines Alternative Food Networks (AFN) and bonds its notion with Civic Food Networks (CFN). Methodologically, participant observation is developed, as well as the primary data analysis and other documents. It was possible to conclude that the CCR is an effective model of social technology that helps articulate new production and consumption arrangements, integrating itself in the CFN logic, representing a resistance form in agrifood markets able to contribute to the food supply chains redesign in big cities.