Reinvention of family farming markets in Brazil: the novelty of digital marketing sites and platforms in times of COVID-19

Debates about the effects of covid-19 on the dynamics of food systems abounded in the last years. Initial analyses projected major changes in these dynamics due to, among other things, the digitisation of markets. Based on data collected between 2020 e 2023 by means of direct observations and 64 semi-structured interviews with farmers, rural extensionists, public officials, and community leaders in the scope of a multi-case study, and in dialogue with the sociological literature on institutional change and social construction of markets, this article analyses grassroots initiatives of market digitisation in two regions (Litoral Norte and Médio-Alto Uruguai) of the state of Rio Grande do Sul, Brazil. Findings suggest that the pandemic promoted a barred window of opportunity for social movements’ initiatives of alternative food markets. By the end of 2023, half a year after the World Health Organization declared “with great hope” an end to covid-19, it did not seem to be much hope for these initiatives. This is because neither the pandemic proved to be a “critical juncture” that opened the space for significant institutional changes, nor the challenging actors in the field were able to become “institutional entrepreneurs” of these changes.

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Reinvention of family farming markets in Brazil: the novelty of digital marketing sites and platforms in times of COVID-19

Cited by 4 publications

References 22 publications

The transformative impact of digital marketing on family business: A perspective article

The transformative impact of digital marketing on family business: A perspective article

Participative assessment of agroecological short food supply chains and proposals for improvement: a case study of Andalusia (Spain)

Grassroots initiatives of digital food markets in southern Brazil: the barred window of opportunity for institutional changes opened by the pandemic

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