Rice marketing analysis: an approach from the Gaucho agribusinesses to the Southeast

Abstract

In West Frontier region of Rio Grande do Sul production and industrialization of rice is quite intense , assuming a position of prominence on the national scene . However, to ensure the quality of these grains and competitiveness of products, factors such as storage, processing and transportation are key as infrastructure deficiencies can substantially reduce the competitive potential of these products in the Brazilian agribusiness. In this context, this paper analyzes the system of logistics and transportation of grain harvest, identifying marketing channels adopted by rice processing companies in the municipality of Itaqui, checking the main destinations of the product and the critical points highlighted by marketing organizations. To do s o, through a case study, we analyzed the choices made by four major companies. The results of this work show that the surveyed companies operate significantly to the national scene. It was found that the Southeast Region as the main and most competitive market by companies absorbing on average about 80 % of processed rice in the city , which represents approximate volume of 1,041,102 tons in 2012. In coordinating the chain points to the important role of industry as to connect farmers with retailers, making the governance chain.