Organic products in Brazil: from an ideological orientation to a market choice

Abstract

Purpose – The purpose of this paper is to analyse the evolution of the production and commercialisation of organic products in Brazil since 1980. Design/methodology/approach – The literature review in this study assesses scientific papers, studies conducted by Brazilian and international institutions, and trade news related to the evolution of the production and commercialisation of organic products. The analysis is based on theories of consumer behaviour and competitive strategies. Findings – The results provide evidence that the organic food market in Brazil was initially based on social ideology and a movement that was opposed to conventional farming; however, since 1980, the supply and demand patterns have changed. The commercialisation of organic products since the turn of the decade has expanded beyond ideological motivation and into the Brazilian agribusiness sector. The main reasons for this expansion are changes in preferences by the Brazilian consumer, a substantial number of whom have become more concerned with the nutritional value and quality of the food they eat. This study also demonstrates that in Brazil, as well as in other countries, organic products have become a market trend. Research limitations/implications – The limited research material concerning the ideological aspects of production and trading of organic products is a factor to be considered with respect to this study. Originality/value – The presentation of comparative elements for two phases of organic agricultural development in Brazil, especially by the establishment of comparative elements, provide value and originality to this study.