This paper aims to analyze the search for alternative marketing channels of industry and rural producers in order to attenuate the power of retail chains over the sale of products and services. In special, we focus on the rural producers' perspective investigating the decision of Agrícola Pedra Branca in operating a company-owned outlet of FLVs. In face of the new consumer demands, Agrícola Pedra Branca joins the regular offer of fresh products, standard quality, and good prices with marketing experience principles: more than shopping new products, consumers are looking for new experiences, which when to take effect in leisure time should give a high power of approach, and so an efficient base to a differentiation process. In this study, the case study methodology including semi-structured interviews with Agrícola Pedra Branca's directors and managers was used. The results, suggest: 1) verticalization as an alternative to value appropriation along the marketing channel; and 2) supply management as an indispensable requisite to the adequate brand name value valorization and maintenance. Nevertheless, due to limitations of the case study these results should be understood as propositions to future studies.
Food retail; FLVs; Hierarchy; Marketing channels