Leonardo Moura de Souza, Andréia Tecchio, Valério Turnes, Ademir Cazella

Construção da marca coletiva "Sabor Serrano": Interfaces entre agroindústria familiar e o enfoque da cesta de bens e serviços territoriais

Introduction

Construção da marca coletiva "sabor serrano": interfaces entre agroindústria familiar e o enfoque da cesta de bens e serviços territoriais. Analisa a marca coletiva "Sabor Serrano" e a agroindústria familiar na Serra Catarinense. Entenda sua valorização de produtos territoriais e o acesso a mercados formais.

Abstract

Este artigo analisa a operacionalização da marca coletiva Sabor Serrano, destacando as motivações, os atores envolvidos e seu uso por agroindústrias familiares da Serra Catarinense. O enfoque teórico da Cesta de Bens e Serviços Territoriais permite entender os papéis dos principais atores sociais e a contribuição da marca na valorização coletiva de produtos de qualidade territorial. A metodologia inclui análise documental, dados secundários e pesquisa de campo. A marca Sabor Serrano resulta de mais de uma década de cooperação intermunicipal, ligada à formalização de agroindústrias familiares e ao acesso a mercados formais. Esse signo distintivo é utilizado em 702 produtos processados por 70 agroindústrias familiares de 14 municípios. O principal desafio da marca é fortalecer sua governança territorial, atualmente restrita aos serviços públicos de um consórcio intermunicipal, sem a participação de organizações sociais ligadas à agricultura familiar.

Review

The article "Construção da marca coletiva "Sabor Serrano": Interfaces entre agroindústria familiar e o enfoque da cesta de bens e serviços territoriais" presents a pertinent analysis of the operationalization of a collective brand, "Sabor Serrano," within the context of family agroindustries in the Serra Catarinense region. By employing the theoretical framework of the Territorial Goods and Services Basket (Cesta de Bens e Serviços Territoriais), the authors aim to elucidate the motivations behind the brand's creation, the various actors involved, and its utilization in collectively valuing territorial quality products. This approach offers a valuable lens through which to understand the complex dynamics of regional development and value aggregation for local products. The research demonstrates a robust methodological approach, integrating documentary analysis, secondary data, and field research, which lends credibility to its findings regarding the "Sabor Serrano" brand. The study effectively highlights the brand's significant practical impact, illustrating its role as a culmination of over a decade of intermunicipal cooperation. Notably, the brand has been instrumental in the formalization of family agroindustries and facilitating their access to formal markets, being applied to 702 processed products from 70 family agroindustries across 14 municipalities. These figures underscore the brand's extensive reach and its concrete contribution to the economic viability and visibility of local producers. While the paper commendably outlines the successes and operational aspects of "Sabor Serrano," it also judiciously identifies a critical challenge: the need to strengthen its territorial governance. The current governance structure, primarily confined to public services within an intermunicipal consortium, lacks active participation from social organizations directly linked to family agriculture. This limitation is a crucial insight, pointing towards potential vulnerabilities in long-term sustainability and equitable representation. Future research stemming from this work could fruitfully explore models for integrating diverse social actors into brand governance, thereby enhancing its resilience and maximizing its collective benefit. Overall, this article provides a well-structured and insightful contribution to the literature on collective brands, territorial development, and family agroindustry.

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