Competitive Strategies of the Primary Link in Production Chain Of Avocado in Montes de Maria

Abstract

This article aims at presenting results of the "Analysis of the productive chain of avocado in the Montes de Maria" research, where some producers’ limitations were identified in relation with the cultivation, production and commercialization systems, and the technological, sanitary and phytosanitary management. This research was qualitative and descriptive; the information was taken from focus groups, direct observation, and review of secondary sources. The most significant result was the low level of competitiveness of the chain due to its traditional behavior without technological and innovation knowledge, characterized by very long distribution channels. The article concludes with strategic proposals that enable improving the competitiveness of the chain.