An investigation about fresh food marketing channels in the city of Sao Paulo: transactions between retailers and suppliers

• Grant number: 08/00428-2
• Support Opportunities: Regular Research Grants
• Start date: September 01, 2008
• End date: February 28, 2011
• Field of knowledge: Engineering - Production Engineering
• Principal Investigator: Roberta de Castro Souza
• Grantee: Roberta de Castro Souza
• Host Institution: Escola Politécnica (EP). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

There is presently consensus about the importance of supermarkets to food sales, and the high level of concentration in this sector has led to changes along the food supply chain. Several experts point out that the strategies utilized by these actors respect to their providers in establishing high quality standards and requiring certificates has led to the exclusion of small and medium-size producers from the food production chains. In the case of Brazil, there has been decreased concentration in food retailing associated with the expansion of independent supermarkets (in terms of number of establishments and market share) and of tradition retail (just the number of establishments). This is an indication that the retail food sector in Brazil is signaling a trend different than the general consensus represented by the high concentration of sales by the large supermarket chains. At present there are few studies that deal with the reality of supermarkets in developing countries, as well as how to research the relationship of retailers to fresh food producers in developing countries. Having this in mind the aim of this project is to investigate the fresh food marketing channels in the city of Sao Paulo. The conceptual approach will use the marketing channels, the economic theory of transaction costs and dynamic capabilities approach. The empirical part of the project will use the method of multiple case studies, which will be made viable by face-to-face interviews with representatives of retailers and producers, as well as network of retailers and fresh food producers. (AU)