Varejo alimentar e alimentos orgânicos: estratégias do Grupo Pão de Açúcar para frutas, verduras e legumes orgânicos na Cidade do Rio de Janeiro

Abstract

Nowadays, the global market for organic food moves about 30 billion a year. The consumption of these foods is increasing more and more, especially since the 1990s. To keep up with growing demand, countries are producing more products that satisfy the requirements of these markets. Brazil stands out in this context as a major producer of organic food, an increase of 30% per year. Meanwhile, supermarkets are gaining more prominence in the marketing of fruit and vegetables and consolidated as a major distribution channels for organic foods in the world. In recent years, it is possible to observe the development of marketing actions of large retail chains, especially in major urban centers, to join their organizations to a more sustainable attitude. Therefore, the research seeks to analyze the strategies used for fruits and vegetables high in organic retailing in the city of Rio de Janeiro. To achieve this purpose, we used an analysis method that enabled the organization of data collected in the field of research, using criteria arising from marketing, without neglecting the contributions of other areas of knowledge such as the sociology of consumption and anthropology for later analysis taking into account the reality of the Brazilian retail market and its specificities.