Incentives to Fair trade certification: the case of orange production in the state of Paraná, Brazil
| Autor | Sandra Mara Schiavi Bánkuti - Ferenc Istvan Bánkuti - Melise Dantas Machado Bouroullec |
| Cargo | Doutora em Engenharia da Produção pela Universidade Federal de São Carlos, São Carlos, SP,Brasil - Doutor em Engenharia da Produção pela Universidade Federal de São Carlos, São Carlos,Brasil - Doutora em Engenharia da Produção pela Universidade Federal de São Carlos, São Carlos, Brasil |
| Páginas | 214-237 |
http://dx.doi.org/10.5007/1807-1384.2013v10n2p214
Esta obra foi licenciada com uma Licença Creative Commons - Atribuição 3.0 Não
Adaptada.
INCENTIVES TO FAIR TRADE CERTIFICATION: THE CASE OF ORANGE
PRODUCTION IN THE STATE OF PARANÁ, BRAZIL
1
Sandra Mara Schiavi Bánkuti2
Ferenc Istvan Bánkuti3
Melise Dantas Machado Bouroullec4
Abstract
The authors believe that contemporary challenges related to sustainable rural
development planning and food security are encouraging experiments with new
models of rural development that includes Fair trade arrangements. The article is
based on the outcomes of a case study of motivations to adopt these arrangements
among orange cultivators located in the state of Paraná, in South Brazil. These
arrangements are seen as an alternative, successful strategy for the small-scale
farmers located in this area. The evidences confirm that the main impulse to make
use of this kind of certification is related to expectations of improvements in quality of
life for producers and their families. Regular access to markets was assumed as one
important economic feature. From the environmental perspective the certification
process allows too for coherent enforcement of the established regulations and also
for the strengthening of so-called “good practices”. Otherwise, monitoring reveals the
emergence of several obstacles due to cultural factors and to working contingencies.
Bureaucratic control of the certification dynamics was considered rather as a positive
factor of improvement of the whole productive system.
Keywords: Fair trade certification. Sustainable orange production. Perception of
social and ecological impacts of Fair trade certification. Territorial development. Local
agri-food systems.
1 Este artigo foi apresentado oralmente no VI Congresso Internacional Sistemas Agroalimentares
Localizados - os SIAL face às oportunidades e aos desafios do novo contexto global em maio de
2013 na cidade de Florianópolis, SC, Brasil.
2 Doutora em Engenharia da Produção pela Universidade Federal de São Carlos, São Carlos, SP,
Brasil. Professora do Departamento de Administração na Universidade Estadual de Maringá, Maringá,
PR, Brasil. E-mail: smkbankuti@uem.br
3 Doutor em Engenharia da Produção pela Universidade Federal de São Carlos, São Carlos, SP,
Brasil. Professor do Departamento de Ciência Animal da Universidade Estadual de Maringá, Maringá,
PR, Brasil. E-mail: fibankuti@uem.br
4 Doutora em Engenharia da Produção pela Universidade Federal de São Carlos, São Carlos, SP,
Brasil. Professora da Ecole d’Ingénieurs de Purpan, Department of Economics, Management and
Marketing, Toulouse, França. E-mail: melise.bouroullec@purpan.fr
215
R. Inter. Interdisc. INTERthesis, Florianópolis, v.10, n.2, p. 214-237, Jul./Dez. 2013
Introduction
Global market context reflects the liberalization of exchanges and the
reorganization of production functions, especially considering fusion and acquisition
processes between agents in agri-food chains. In such context, questions related to
rural development, food security and environmental perspectives have emerged. To
face global market perspective, as emphasized in Muchnik (2009), a new model for
agricultural development has emerged all over the world, considering changes in
rural society (social tissue, organization, coordination and plurality), environmental
issues, biodiversities, product differentiation, product quality and food safety. As
stressed in Boucher and Gonzales (2011),
Podemos entonces resumir el problema del sector rural, en particular para
las agroindustrias rurales en un nuevo desarrollo a partir del nuevo contexto
económico: posicionarse en los mercados globalizados; es decir,
mantenerse en los m ercados localizados compitiendo con los nuevos
actores extranjeros, o buscar insertarse en nichos de mercado en el
extranjero (BOUCHER; GONZALES, 2011, p. 75).
We understand Fair Trade as an alternative to producers to face recent global
context. As emphasized by Rincón et al. (2005),
[...] o Comércio Justo se propõe a ser alternativa concreta ao atual sistema
de comércio global, em que o pequeno produtor fica à mercê do poder
econômico que domina as regras do “li vre mercado” e não há preocupação
com as condições de vida de seus fornecedores. Além do pagamento justo
e estável pelo produto, o Comércio Justo tem como objetivo o
desenvolvimento sustentável da comunidade de produtores, tanto no
aspecto socioeconômico, quanto no que diz respeito ao meio ambiente
(RINCÓN et al, 2005, p. 9).
It is also important to highlight the importance of Fair Trade for rural
development. Rural development is intrinsic to Fair Trade idea in Brazil, related to an
endogenous process. In that sense, capacity of producers and other investments
arising from extra payment allow regional and rural development.
According to World Fair trade Organization (WFTO) and Fair trade Labelling
Organization International (FLO) (2009, p. 6), one can understand Fair Trade as “[…]
a trading partnership, based on dialogue, transparency and respect, that seeks
greater equity in international trade”. According to them, Fair Trade seeks to
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