Qualidade na cadeia da carne bovina: o caso da carne orgânica

Abstract

This dissertation involves a study on the bovine meat chain based on data collecting of the last years leading to an analysis about its functioning and a general view on its dynamics. The behavior of the bovine meat consumer market both worldwide and in Brazil tends to follow a new demand pattern. The initial premise is about the new demand patterns focusing on the issues of food quality and food security. From this premise it is believed that the organic food market presents a growth due to the new demands for quality food consumption. The aim of this dissertation is to study the process of building new production and consumption networks of bovine meat, following the hypothesis that recent transformations in the meat market are triggered by a consumption demand based on strict regulations and criteria of quality and food security. The development of organic cattle is based on control protocols as the certification for organic food and of other legal and control tools demanded by the meat market. It is presupposed that the organic meat production meets the requirements on demand patterns indicated by the market. The question on food security and quality is discussed in this dissertation and a new debate is opened on the complexity influence of the chain dynamics on consumption demand. This dissertation uses the principles of the New Economic Sociology to build a theoretical discussion on the dynamics of the meat chain and the consumption demand. Based on contemporary authors, the convention theory and the socio-technical theories are used to analytically explore the relationship and the behavior of the agents involved. We try to understand the tendency of the new forms of chain organization through an analysis on social and economic relations among the agents of the different involved segments. The new forms are represented by networks and alliances built around targets which are meant to take care of the consuming market in a direct way using a differentiated product and a mark that adds economic, social and environmental values. The results show that in order to analyze the potential market, it is necessary to analytically explore the consumption dynamics. The theoretical basis used in this dissertation is not enough to deepen the analysis on the issues of consumption dynamics. The new ways of organization of the organic food chain uses a principle from the theory of conventions which defines the rules starting from the relationship between the actors and that this collective process contributes to the construction of new technological and quality patterns. The dissertation concludes that it is necessary to deepen the studies and analyses of the new organic food networks and alliances by introducing theoretical principles that may help the understanding of this new initiative on the light of the sociology of consumption.