Resumen

MAIA, Joélio Farias et al. Marketing strategies of family farming during the pandemic: vision of farmers and consumers of the free market of Dom Pedrito-RS. Rev. de Ciências Agrárias [online]. 2023, vol.46, n.1, pp.11-20.  Epub 07-Nov-2022. ISSN 0871-018X.  https://doi.org/10.19084/rca.28437.

The pandemic caused by COVID-19 had several impacts on society, especially on health, economic and access to food issues. In this sense, family farming plays an important role in food production, in addition to its socioeconomic contribution. The study aims to identify the marketing strategies of family farming during the pandemic period in the municipality of Dom Pedrito/RS. Methodologically, the study is a qualitative and descriptive research, carried out through interviews with family farmers and consumers in the municipality. To analyze the data collected, content analysis was used. The main results obtained in the study relate to the change in purchasing behavior on the part of consumers, who started to search for their food in fairs in rural properties, where forms of direct contact facilitate the commercialization and the use of technologies serves to subsidize the marketing of food, such as: phone calls, use of social networks and messaging applications, combined with the process of home delivery of purchases and also the need for public policies acting to mitigate the effects of the pandemic.

Palabras clave : COVID-19; Fairs; Food production.

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