AGRI-FOOD QUALIFICATION & CERTIFICATION PROCESS AS AN INTERFACE BETWEEN EXCHANGE MARKETING AND RECIPROCITY

Abstract : This paper mobilizes the theory of reciprocity to analyze family farm product qualification process effects in Brazil. All qualification processes that guarantee the origin, the specificity, the quality process or the standards of a product, may contribute to reduce the effects of competition and speculation, which are distinctive of the capitalist exchange. My hypothesis is that a qualification process can contribute to establish a binary symmetrical relation of reciprocity between producer and buyer. It can also contribute to generate a sharing structure (of quality) among the group of producers. However, apart from this group of qualified producers and also for the marketing of other products which are not quality, it is the rules of the capitalistic exchange market that apply. So, qualification and certification could also induce exclusion. That is why; one has to resort to some kind of interface: that of the certification mechanism, which makes it possible to reintroduce a dimension of reciprocity into the capitalist exchange market system. The paper presents, in the case of Brazil, various initiatives of setting up such co-certification, group certification or participative certification systems.
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Communication dans un congrès
Emilie COUDEL, Hubert DEVAUTOUR, Christophe-Toussaint SOULARD, Bernard HUBERT. ISDA 2010, Jun 2010, Montpellier, France. Cirad-Inra-SupAgro, 11 p., 2010
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Eric Sabourin. AGRI-FOOD QUALIFICATION & CERTIFICATION PROCESS AS AN INTERFACE BETWEEN EXCHANGE MARKETING AND RECIPROCITY. Emilie COUDEL, Hubert DEVAUTOUR, Christophe-Toussaint SOULARD, Bernard HUBERT. ISDA 2010, Jun 2010, Montpellier, France. Cirad-Inra-SupAgro, 11 p., 2010. 〈hal-00521969〉

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