Abstract

GUTIERREZ, Marta Elena; SUAREZ, María Victoria  and  VILLALBA, Ana Eliza. Producing and marketing in a pandemic: the renewed strategies of family farmers in Santiago del Estero during 2020. Trab. soc. [online]. 2021, vol.22, n.37, pp.13-30.  Epub July 01, 2021. ISSN 1514-6871.

The crisis unleashed by the coronavirus pandemic (COVID-19) has exposed the deficiencies of health systems at a global level and the limitations of the global food system and the production model that supports it (agribusiness) to guarantee healthy, nutritious, diversified and quality food for the entire population. Against this background, the possibility of a transition towards a new model of production, commercialization and relationship between people and with nature is deployed. The objective of this work is to analyze the novel marketing strategies used by family farmers in Santiago del Estero to introduce their products in a pandemic context. Based on indepth interviews, both with technicians and producers, the production and commercialization circuits that family farmers are developing and the community relations they have undertaken in this new scenario are characterized. The adaptation capacity of family farming makes it possible to reconvert and innovate in times of crisis. However, the structural conditions of the territories where they live and the material possibilities to achieve the distribution of products, together with the presence or absence of the state, vary enormously, strengthening collective practices or individual-family organization.

Keywords : short marketing circuits; emerging economies; public policies; family farming..

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