AGREGAÇÃO DE VALOR: UMA ALTERNATIVA PARA A EXPANSÃO DO MERCADO DE ALIMENTOS ORGÂNICOS
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The lack of sustainability of many rural companies has caused a position change of the rural producers which have been using
management tools in their activities. Adding value is an interesting strategy for the rural producers to improve the profitability of their
activity and also to reach new markets. Such strategy may be enhanced by means of products classification in accordance with an
established standard, the use of proper packaging, products industrialization and development of a brand for the products. In the
present paper, two companies placed in São Paulo State, which produce and add value to organic food, were studied. The results show
that adding value to organic food is a very interesting alternative for the development of this market, which is differentiated and
formed by demanding costumers who are concerning to the quality control, information availability and convenience.