Agriculture, Concentration in the Comercialiazation Sector and New Spaces to Distribution of Fresh Food Products

Abstract

ABSTRACT: This paper analyzes the expansion of production and distribution of fresh food in Brazil under a new dynamics presented by the introduction of innovations in supply and logistics. This movement happened in the last 15 years has leaded into an intense concentration in the main chain of industry and retail. Moreover this concentration was intensified by the entry of new players in the Latin American market, mainly multinationals. The concentration and internationalization of supermarket chains in Brazil is the other side of process happened in the food industry. Just in a short term the few and powerful supermarket companies established a coordinated system based on public segmentation and product differentiation based on them efficiency and cost safe policy. Regarding fresh products market where the supermarket competes directly with open market fairs, they succeed in implement interesting quality programs into family farms. Analyzing one of the cases, we found out that it was possible to prepare producers to offer different products and specialties with very low costs, persuading the other links of the chain to adopt the same patterns.