FRUITS AND VEGETABLE COMMERCIALIZATION: ACTIONS IN POINTS-OF-SALE OF THE WEST ZONE OF RIO DE JANEIRO CITY, BRAZIL

Abstract

A healthy diet adoption that includes the consumption of fruits and vegetables contributes to the reduction of non-transmissible diseases such as cardiovascular problems, cancer and diabetes. In Brazil, fruits and vegetables consumption is below the recommended dietary intake, especially in low-income families. The objective of this work was to develop strategies for increasing fruits and vegetables consumption in this segment by acting in the points-of-sale of such foods situated in three communities of the west zone of Rio de Janeiro City, Brazil. Firstly, an initial diagnostic with the families aiming at knowing the main factors that influence the fruits and vegetables purchase decision was carried out. The owners of fruits and vegetables points-of-sale were also interviewed. Secondly, the questionnaires were applied in the months of October and November 2007, always taking into account the ethical aspects of the research. The sample consisted of 273 families and the totality of fruits and vegetables points-of-sale of the communities was 22. Most of the families (70.2%) go to fruit and vegetables points-of-sale at least once a week. According to interviewed families, the main factors that determine the choice of the point-of-sale was a possibility of outstanding sanitary conditions (23.7%), the sell price (21.1%) and the location (15.7%). In the moment of the purchase, for selecting fruits and vegetables, the families consider as main aspects the price (41.9%), product quality (41.5%) and appearance (26.3%). Aiming at collaborating with the points-of-sale and improving the observed aspects, which would contribute to increasing the sales and, consequently, the families' fruits and vegetables consumption, some interventions were carried out for the points-of-sale owners. Training courses on specific subjects such as client relationship, business management and good manipulation practices were developed and applied to those owners, also supplying them with auxiliary publications and recommendations about these themes. In each point-of-sale a banner for promoting and stimulating fruits and vegetables consumption was put up. Other promoting actions are planned and after a one-year period the impact of those interventions on the families' fruits and vegetables consumption will be evaluated.