Buying quality: customs, tastes, and reciprocity at the Jequitinhonha Valley open fairs.

Abstract

This article analyzes five open fairs that supply a substantial part of the urban population of Alto Jequitinhonha in opposition to the dominant agri-food system. Based on primary and secondary data, the relationships between consumers and sellers are analyzed - mostly family farms – to interpret the cultural and economic dimensions of supply in small towns. The results of this research indicate that the fairs are related to food cultural identity, to the supply of the urban population, and move an expressive part of the local economy of the municipalities.

Keywords:
family farm; urban supply; food security; open fair; Jequitinhonha Valley