O Agronegócio Brasileiro e as Novas Regras de Aceso ao Mercado da União Européia
DOI:
https://doi.org/10.21527/2237-6453.2006.8.119-157Abstract
O presente artigo procura avaliar o comportamento do varejo europeu e o papel que o mesmo vem assumindo como agente intensificador e coordenador da qualidade de alimentos nos mercados do principal bloco do planeta, fato que se torna seletivo, atingindo o agronegócio brasileiro. Dessa forma, um dos setores mais importantes da economia brasileira vê-se diante de novos desafios mercadológicos e novos sistemas de barreiras comerciais não-tarifárias, agora na dimensão da qualidade, certificação e rastreabilidade dos produtos primários que exporta. Neste trabalho procurar-se-á analisar a estratégia de certificação das grandes empresas varejistas européias no intuito de obter um entendimento mais aprofundado das exigências que serão impostas num futuro próximo aos fornecedores brasileiros.
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