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Horticultura Brasileira

versão impressa ISSN 0102-0536


VILELA, Nirlene J.  e  MACEDO, ManoelM. C.. Market power in agribusiness: the case of vegetable crops. Hortic. Bras. [online]. 2000, vol.18, n.2, pp.88-94. ISSN 0102-0536.

This paper aims to explain some challenges in the current situation of the agribusiness. The agribusiness refers to the entrepreneurial system, that congregates broad strategies aimed at profit maximization. In the last years, there has been a broad movement to reorganize agribusiness encouraged by advances in technology. On the one hand, the process of social persuasion has affected consumers and as a consequence has caused change of habits in relation to the consumption of new products. The information campaigns show the potential health risks caused by certain foods, since new products could affect economically all the productive chain. On the other hand, the diffusion of scientific research about the nutritional value of fruit and vegetables in relation to longevity and health hazards show the importance of consuming these products on a daily basis. The trends of the global market are to raise the standard of vegetable crops products to attend the consumer interest. The vegetable crops products market should be segmented into various components such as: frozen, organic, fresh cut and processed products. This means adding value in the marketing and processing stage, which could become ever more profitable and dynamic.

Palavras-chave : agribusiness; vegetable crops; market segmentation; trends.

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