A certificação orgânica como fator estratégico na governança das transações no mercado de alimentos

Food consumers are, in general, concerned with acquiring healthy food which does not pose risks to their health. These preferences are directly related to the way the economic agents organize themselves inside the food sector. In this context, the organic products’ share in the food market is rising considerably, mainly because they consist not only of a healthier product, but also because they contribute positively to the environment. Nevertheless, these characteristics are not immediately observed by the consumers, which makes the certification process an essential mechanism not in the transaction process but also in gaining the confidence of several markets. This article lists some advantages and disadvantages of the certification process raised in the literature, pointing out the reorganization that this process promotes inside the described productive chain. It can be affirmed that certification represents an impediment, as the conversion costs from the conventional system to the organic system and the entire certification process make the entrance into this sector difficult, especially for small-scale producers. However, some limitations have been compensated by the enhanced position of the differentiated product in the market. In most countries, including Brazil, consumers are willing to pay a price-premium for this kind of product, which has been the main reason behind the segment’s sustainability.