Incorporating sustainability in the food supply chain: The development of a private standard of Nature Farming poultry production in Brazil

Abstract

This article aims to communicate sustainability dimensions and attributes for poultry production throughout a supply chain by developing a Nature Farming (NF) system standard. Poultry production is relevant for food security and job creation, an important economic activity and a significant export item in Brazil. The NF poultry production system was implemented in the 90s as a pioneering initiative, opening space for differentiated products. However, certification of NF poultry products has yet to be established and implemented to reach consumers. The NF products are identified as organic on labels, which does not distinguish the method’s sustainability, and communication of specificities needs to be more efficient. We studied the process of establishing a private food standard with a sustainable approach, considering perceptions of the supply chaińs agents. The method was a case study of a poultry company that applies NF system. The qualitative research involved interviews with 27 company managers, 23 poultry producers, seven farm assistance technicians, 11 auditors, and 12 commercial managers. The results showed innovation by introducing a Nature Farming poultry standard comprising product attributes and sustainability criteria in the dimensions: environmental, economic, and social in conjunction with two significant dimensions, which are ethical and health. Our findings indicated that Nature Farming is a specific style of agriculture that is diverse from other currents of alternative agriculture. We proposed expressions and claims about the system’s quality attributes, aiming at the clarity of communication with consumers. We concluded that the developed standard might be the basis for certification of products. This work contributes to improving food supply chain management with differentiated and sustainable processes.