Sato 2014

Business and Management Review Vol. 3(10) pp. 17 – 26 August, 2014 ISSN: 2047 - 0398 Available online at http://www.businessjournalz.org/bmr

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EXPANDED MACROMARKETING APPLIED ON A COMMUNITY BASIS

ORGANIZATION

Suzenir Aguiar da Silva Sato

PhD in Administration

Professor at the Foundation Federal University of Rondônia (Brazil)

E-mail: [email protected]

Mariluce Paes-de-Souza

PhD in Regional Development



Nilza Duarte Aleixo de Oliveira




Rosália Maria Passos




TheophiloAlves de Souza Filho

PhD in Regional Development



ABSTRACT

With the emergence of activist school in the 1970s, the concept of marketing transcended the consumer focus to

deal with broader social issues, applied both to political means, charities and universities, as the products. In

the 1980s the studies went forward and macromarketing became a discipline, leading efforts to researches and

developments in the communities, being presented in macromarketing traditional models, which considers

globalization as the starting point to achieve the development and expanded macromarketing derived from

Sen’s studies and suggests that development is defined as the elimination of liberty deprivations that limits the

choices and opportunities for people to thoughtfully exercise their agent condition. The research aimed to

understand the development in a community-based organization called Reca, located in Rondônia / Brazil /

Amazon, from a qualitative and exploratory-descriptive study, through observations and semi-structured

interviews using macromarketing Expanded Model from Kilbourne. For managing the organization Reca is

divided into 11 (eleven) groups of producers and 03 (three) representatives of the organization, 02 (two

representatives of the technician team and 56 (fifty-six) producers took part in the research, whether they

leaders/coordinators or founding partners. Data was collected in December 2013 and the results indicate that

the development process happened with freedom, perceived by producers’ welfare, availability of resources for

health care, food quality and a different income. The fact about feeling part of the organization adds value to

the products which are negotiated with big companies. About the environment, beyond the production by Agro

Forestry Systems – SAFs and the use of natural pesticides there are care adopted during processing, and waste

destination - that have been turned into fertilizer and animal feed.

Keywords: Substantive Freedom, Development, Quality of life

1 INTRODUCTION

Amazon region reality is characterized by the exploitation of small productive units that which deals with the

production and/or collection of Non-Timber Forest Products (PFNM). However, producers and collectors have

difficulty in organizing hemselves due to isolation conditions imposed in the forest and miscommunication

(Murrieta & Rueda, 1995) which comes together with one of the issues of this study which is that the quality of

life of these forest peoples.

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Communities located in the Amazon rainforest have low income, and depending on their way of living, are

considered poor, since they do not have the infrastructure that there is in the cities, but it is known that the

improvement of living conditions depends on physiological, social, environmental, economic, and cultural

characteristics (Kerstenetzky, 2000). Martinez, (2011) through Sen’s studied (2000), has point out that the

greatest desire of the people is to be able to enjoy a "good life", but this intent must be driven by economic

policy aiming at the welfare that provides social opportunities to individuals so that they can draw their own

destiny and still help each other. In this perspective, collective organizations emerge, based on cooperative

relations, partnerships, and solidarity to overcome difficulties in the Amazonian communities.

In this context, the approach to cooperation between agents, is rising in the current times of humanity, due to

social differences, problems related to unemployment, exclusion, poverty, exploitation, among others (Coutinho

et.al., 2005). Cooperation appears to overcome these problems, enabling people to get job opportunities and

income from the organization in associations, consolidated and strengthened cooperative ties by partnerships

with groups and organizations, supported by institutions.

From this approach, it is able to resort to Macromarketing, which is defined as a socio-economic process, which

for McCarthy (1978) means driving economic flow of goods and services from producers to consumers, to

ensure the achievement of social objectives in short and long term.

Moving forward, Kilbourne (2004) has proposed a model to study the conditions which propitiates to society a

sustainable, equitable, and democratic rowth, presenting a set of variables and an investigation framework as a

process to achieve different social impacts. The author’s proposal includes as premise the analysis of quality of

life, environment and substantive freedoms, consisting of a condition for the development of a society, adding

the political, cultural variables and conceptual relationship. To this end, it was formulated to following research

question: How can expanded Macromarketing model be applied in community-based organizations in the

Amazon?

The research aimed to understand the development in a community-based organization from the application of

Expanded Macromarketing model proposed by Kilbourne (2004) in order to know the elements that lead to the

development from good environmental practices. Good environmental practices in the context of the research

are related to the production considering the natural boundaries, as well as questions that refer to the proper

handling and use of land from techniques that involve "environment-friendly" process with future concerns with

the ground and with the human generations and social and economic inclusion.

The application was made from a qualitative and exploratory-descriptive research, conducted through

observations and semi-structured interviews using the Expanded Macromarketing model, to the community-

based producers from Reca association.

The Condensed Intercropped Economic Reforestation Project - Reca, is an association of small producers

located in the district of Nova California, in the city of Porto Velho - RO and began in the 1980s by the initiative

of a group of people looking for better living conditions and development in the region. The project began with

the formation of partnerships among producers, first, and later with supportive organizations which were crucial

for the experience of the community to succeed in Amazonia.

Reca managing organization is subdivided into 11 (eleven) organized groups with leaders and coordinators who

represent them and take charge of the organization and development of the work of task forces, group meetings,

brotherhood, execution and supervision of projects, of constructions, purchases of vehicles, and representation

of the Project in external events. This organization has its own management methodology, developed from the

cooperation and participatory responsibility and exploit Agroforestry Systems (SAFs).

In the composition of the total interviewees there are 03 (three) respondents for Reca organization, 02 (two)

representatives of technician team, and 56 producers regardless whether they are leaders/coordinators or

founders.

Beyond this present introduction the work has the following structure: Theoretical referential (section 2) that

approaches the following topics: Macromarketing and traditional expanded Macromarketing; Method (section

3); Results and discussions (section 4); conclusions (section 5); and references.



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2 THEORETICAL REFERENCES

2.1 The Macromarketing

With the emergence of activist school in the 1970s, Kotler (1972)and Hunt (1976) heralded the marketing

concept that would transcend the focus on the consumer to deal with broader social issues, applied both to

political means, charities and universities, as products (Miranda & Arruda, 2004).

The first works about marketing were developed until the mid-1970s, and Institutional school focused its studies

on the role of marketing by intermediaries and not on products or marketing functions, recognizing the

interdependent relationship between the sellers and buyers, introducing interactive perspective.

The concept emerged at the end of the 1970s, considering the systemic effects of marketing activities about the

societies as one, presenting the aims as describing aspects about the social welfare regarding to the change

systems (Shawer & Nickels, 1979); at that time, it was developed from several perspectives: Bartels and Jenkins

(1977), Mccarthy (1978), Slater (1978), White and Emery (1978), Shawer and Nickels (1979).

Thus, society has been enlarging the concepts in relation to the organizations, because an organization is above

all social, the enterprises are created because of people and for them it is the organizational purpose to make

their strong points effective and irrelevant their weaknesses, actually, this is the only reason whereby the

organization exists, i.e., for individuals to be able to achieve social, economic, and political aims (Paczkowski,

2003).

As a result of the growing interest of function and impact of marketing activities on social institutions and vice

versa, it features the emergence creation of Macromarketing schools. Miranda and Arruda (2004) thought the

development of Macromarketing reflected changes on the social and intellectual conditions of these institutions.

At the beginning of the 1980s, Fisk (1981) went forward making Macromarketing a subject directing efforts to

researches and developments inside communities.

Macromarketing School had a different position from the traditional ones, exploring the interactions between

environment, social-economic in enterprises and/or organizations. A specific way of thinking dealt with the

study as a system analysis model putting the role of marketing and enterprise as subsystems, and its growth and

maturation led to the identification of several sub disciplines (Cobra & Brezzo, 2010).

In the traditional Macromarketing model, the globalization is the starting point to reach development; Kilbourne

(2004, p. 123) has said that Macromarketing “is a complex and multidimensional project which has economic,

financial, cultural, and environmental aspects which must be considered in the approach…” and from this point

he has proposed the Expanded Macromarketing, derived from Sen’s studies. However, has pointed out the

quality of life including health, education, feeding, satisfactory income, among others and has to be first studied

together with environment and substantive liberties.

The development is defined as the elimination of deprivation of liberty which limits people’s choices and

opportunities to thoughtfully exercise its agent’s condition (Oliveira, 2007; Sen, 2000). The development

process as liberty consists in individuals’ welfare, such as having social and economic conditions and the civil

rights (Sen, 2010). Therefore, the elements which compose the substantive liberties are considered as the

development essence, in the traditional model, including variables such as autonomy, justice, and cultural

integrity.

To Kilbourne (2004) raising substantive liberties is the aim of development; however Sen (2000) has considered

that income and wealth are not enough to achieve this aim, since these elements can get better without raising

substantive liberties.

Shawerand Nickels (1979) have said that when the aims are for description of aspects about social welfare,

regarding to the changing system, Macromarketing study approaches several perspectives, as it is defended by

author such as Hunt (1976), Bartels and Jenkins (1977), Nickels and Hill (1978), Mccarthy (1978), and Slater

(1978).

In this context, Meade and Nason (1991) have considered that Macromarketing develops itself according to a

unified theoretical construction, favoring the redirection to the conceptualization and research system.

More recently, Nason (2004)has justified the application of Macromarketing, pointing out its compatibility with

the nature of science systems, theory of systems, physical systems, closed or opened. Since Macromarketing



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emergence theorists have been placed as a challenge to the creation of theories which rightly incorporate the

volatile and subjective matters that involve the relationship between marketing and society (Santos, 2004).

Schmitz and Peres (2006) have highlighted that through an effective system of Macromarketing, it is possible to

generate economic development mainly of the least developed nations, since they need to escape from the cycle

of poverty, and it consists of a social process that directs the flow of economic goods and services from

producers to consumers, providing the approach of globalization and development for these companies.

2.2 Traditional and Expanded Macromarketing

To Sen (2000) the global capitalism is an inadequate approach to development, since its main focus is on the

economic market relations. In the traditional Macromarketing model, globalization is the starting point for

development to happen. However, on Kilbourne’s proposal (2004):

The assessment of globalization as a process should start with the assumption that it is more than mere

internationalization of marketing strategy or multinational marketing by big companies. It is a complex

and multidimensional project which has economic, financial, cultural , and environmental aspects

which must be considered in a Macromarketing approach. (p. 123).

Macromarketing approaches globalization to development, however, in the traditional model the desired results

with globalization and the market institutions (Figure 1) will not always achieve development, since it is

unstable. Kilbourne (2004) has described expanded Macromarketing as from Sen’s studies, establishing the

relationship between marketing and development, but visualizing development process by another point of view.

The expanded Macromarketing model (Figure 1) from Kilbourne (2004) suggests that quality of life is a set of

factors which includes: health, education, feeding, satisfactory income, consisting of the starting point for the

environment to get better and the achievement of substantive liberties, in consequence of the economic and

market development.

Macromarketing Traditional Model

Expanded Macromarketing Model

Figure 1: Development Model.

Source: Kilbourne (2004).

The development is defined by Oliveira (2007) as the elimination of deprivations of liberty which limits

people’s choices and opportunities to exercise thoughtfully their agent’s condition. Roelseret al. (2008) have

reiterated by saying that "The development process requires the removal of the main sources of deprivation of

liberty, because the present world denies elementary freedoms to a large number of people, perhaps even most

of them”(p. 4).

Sen (2010) has argued that the process of development as freedom is above all the development of the welfare

of individuals, process that must be broadcast on liberty, such as having social and economic conditions,

Free Markets

Trade Liberalization

Privatization Globalization

Development

Quality of

Life

Environment

Substantive

Liberty

Development Globalization Free Markets

Trade Liberalization

Privatization

Quality of

Life

Substantive

Liberty

Environment



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visualized in education and health services and civil rights, and the freedom to participate in discussions and

public inquiries. The same author has the perspective of freedom based on the concept of capacity, referring to

the set of real choice that individuals have. Substantive liberties are therefore considered as the essence of

development, according to the traditional model, life quality or substantive liberty must be totally evolved from

the beginning of the development process, with variables such as autonomy, justice, and cultural integrity.

Kilbourne (2004) has argued that the increase of substantive liberties is the objective of development and if

Sen’s argument is that income and wealth, by themselves, are insufficient to achieve this goal, it may next

increase without increasing substantive liberties.

Thus, in the process of formulating the traditional macromarketing, the construction of life quality, environment

and substantial freedom is viewed by Kilbourne (2004) as truncated, as it has a limited view of development. In

the expanded model, from this author, the starting conditions, Quality of Lifei, environment, and substantive

libertyi must be known but they mustn’t be necessary totally evolved since the beginning of the development

process, because they directly affect the development model which can be appropriated to the situation. Quality

of Life i+1 must be bigger than Quality of Lifei, occurring an evolution and improvement in quality of life but

worrying about the starting point.

Consequently, when markets develop they lead to greater development, quality of life , environment, and

substantive liberty should appear at the end of the process, not just at the beginning, then the result is fed back to

the initial conditions increasing the potential to lead to further development, thus, the process is continuous and

self-reinforcing (Kilbourne, 2004).

3 METHOD

The Condensed Intercropped Economic Reforestation Project – Reca, is an association of small producers

situated in the district of Nova California, municipality of Porto Velho/RO e it was created in 1980 by the

initiative of a small group of people that was looking for better life conditions and the development of the

region. The project began when partnerships were created firstly among the producers and next with supportive

organizations which were of great importance for the community experience to be successful in Amazon.

It’s an organization of community basis, approximately composed by 360 producers, organized into 11 (eleven)

groups with leaders and coordinators (two leaders and one coordinator in each group) who represent them and

are charged to organize and develop the joint effort works, group meetings, get togethers, execution and

supervision of projects, constructions, acquisition of cars and representation of the project in external events.

This organization has a self-management methodology, developed from the participatory cooperation and

responsibility and explore the Agroforestry System (SAFs).

The survey application occurred from a qualitative and descriptive-exploratory approach, through a case study

using observations and semi-structured interviews having as a basis the Expanded Macromarketing model

(Kibourne, 2004). For data collection is was used the semi-structured interview itinerary which permitted

explore the main topic better and the reach of the objective proposed.

Three representatives of the organization, 02 representatives from the technician team and 56 producers

participated on this present survey, independently it they were leaders or coordinators or founding partners, held

in December 2013, and after that data were compiled by content analysis method.

3 RESULTS AND DISCUSSIONS

The data of this research are discoursed below in order to represent the proposal expanded Macromarketing

model advocated by Kilbourne (2004), particularly as regards the set of factors that propitiate the development:

Quality of life, environment, and substantive liberties (not necessarily in that order).

In total surveyed, including managers, technicians, and producers associated with Reca represented by

producers, leaders / coordinators, and founders, there is a predominance of males.

It is necessary to note the predominance of females in management of Reca, with 60%. When asked about the

participation of women in the composition of the board and the organization itself, one of the organization

respondents manifested saying: "here, the participation of women is encouraged at all here, you can see that

here in the administration they are almost all women "- this is fact.



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But when it comes to producers / members, although women's participation to be effective, understood and

respected by all and really being encouraged, this still participates informally in the overall composition. The

producer of the fact that formally presents when it comes to production representative before the Reca, are men,

with 78.57% of the total.

The incomplete primary education is predominant, whereas 64% of respondents have only such education;

complete basic education is presented as the second best result with 13.33% and higher education with the

lowest percentage, with 4% of the total.

According to data about education in Brazil (IBGE, 2011) the level of illiteracy in Rondônia, reaches 9.7%, and

according to the OCDE report published in 2009, in Brazil, only 10% complete higher education. Among those

surveyed in Reca organization it hasn’t been found any that are fitted as illiterate and the average of the ones

who have higher education is 4%, at the time, despite being low, it might not be considered alarming

considering the conditions in the region where they are.

According to the opinion of one of the managers for a better qualification it needs great education, however, the

organization has tried to overcome this deficiency, through partnerships with institutions such as EMBRAPA,

Emater, and other partners such as Natura. Consultancies for management and when it is needed they hire

technicians to support them; training, so far, has not been a limiting factor for power, or may not have a position

within the Reca provided in the statute and the lack of it has been met while seeking to cure it by qualifying

children of producers.

As the survival and success of associations and cooperatives of production, Kohler et al. (2011) have conducted

a survey to get the reason of failure of a cooperative of the same branch of activity that Reca, and concluded that

among the factors of failure it is included “the lack of relevant actors in the system of multi connected networks

in the region", origin and scattering of houses, strong political involvement, the absence of a competent

executive staff, social structure that emphasizes interpersonal relationships and clientelism, among others.

Reca currently works as interconnected cooperative and association, even though most of the members still

think that the association and the cooperative are the same thing and those who make the distinction emphasize

that the cooperative takes care of the commercial part and the social association.

In the issue about the soil, the majority of producers, 84%, make soil amendment because they believe that this

practice positively influences productivity, and 16% consider that there is no need but no one said that would

never do it.

As for pesticides used during the cultivation, 58.67% that have started to use them, most of which come from

the use of natural pesticides from tobacco, cow urine, existing, however, a small group of three manufacturers

lies in transition between the dominant philosophy in Reca - environmentally friendly and traditional. Among

the products grown and processed by Reca Chestnut and acai are extracted, being 90% still native, Copaiba,

Andiroba, and bacaba. They are cultivated in agroforestry systems, finding greater frequency, volume of

planting and marketing: cupuaçu, chestnut, açaí, peach palm – palmetto and seeds which are certified and araça-

boi and acerola. The non-timber forest products (NTFPs), both extracted as cultivated are purchased and the

associated producers benefited by Reca and about these after benefit producers and sellers also receive

adjustments (adding value) in proportion to production.

One of the guidelines to associated people is the diversification, even as a way of maintaining the livelihood and

quality of life. In between seasons, it is also cultivated by the members: watermelon, coffee, dairy and cut, flour,

beans, cassava, banana and seedlings.

In Reca management is integrated and works according to the producer, and this, has the resources from Reca

itself, so to the extent that the projects were and still are deployed will be acquiring resources to support

production and placing them available to producers in their daily activities.

Due to the production method adopted, most of the work performed during cultivation is manual. According to

the survey, not all producers reminded of the existence of property and equipment at their disposal. Currently

the main equipment and facilities belong to Reca, but which are available to producers for their daily activities

are: utility cars with bodies, industries for processing of PFNMs, pruning hooks, trimmers, tractors to

harvesting, and railing accessories.



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As for the use of water during the growing, reports point to the irrigation of rambutã, there were demonstrations

in other crops that the forest conserves moisture with no need for that.

As to the production system is adopted in Reca, the Agroforestry System - SAF in more than 95 % of the areas

and it has generated many benefits, as may be seen later in the analysis of detailed research.

Regarding the access to raw materials, no reports of difficulties in this sense, related to foraging or the SAF have

been found. In Reca, until then, no surplus production , by contrast , is seeking to increase the production

volume to enable the supply of most goods to the final consumer , in specific to these formats . The plantations

are mostly in demand function (contracts) and there is no dependence on hand specific work , and when there

are situations that require some kind of specific knowledge , difficulties have been remedied by the partnerships

already established .

The technical support provided to farmers is most by the Reca’s own team, and technical support for

partnerships, especially with Emater and EMBRAPA.

As regards monitoring the production model by the customer, this has been done by some customers who have

contracts for the purchase of products from Reca , by sampling the properties, mainly to verify if there is no

employment of slave labor and employment of hand labor Kids as well as for monitoring in order to verify that

it is environmentally friendly cultivated and industrialized, and the correct means of production are respected, as

there is also an effective monitoring certifying bodies.

Climatic factors were not identified as complicating factors. The reports that appear are referring to lack of rains

that can disrupt mainly the production of cupuaçu. A fact which is worth it to mention is that there were several

reports that production SAF is a facilitator and causes climate change to be less damageable to the forest by

keeping moisture and the climate needed for cultivation.

According to the data collected in the survey, there are several procedures envisioning larger income, such as

procedures for registration of jams and jellies from PFNMs, manufactured by women producers , and are

working on procedures and acquire machinery for the pulp supply to the final consumer , local and national , as

they already provide the palm of peach palm, it was also perceived innovation process occurring mainly in soil

and plant management: The organic manure , use concealer to soil and organic pesticides and irrigation for

growing rambutã; the reuse of waste, use of nut pie and cupuaçu as natural fertilizer - already using , and Brazil

nut and cupuaçu for animal feed - research test; the bottling process: Acquisition of machinery to expedite the

processing oil of andiroba , new factory for cupuaçu and brown and machinery for processing and better quality

of açaí and equipment to enable the provision of chestnut in natura by using vacuum.

The formal system of communication used in Recais meetings that take place monthly in groups, where the

coordinators and leaders who have both functions articulators pass on information to discuss interesting topics

for everyone, including informative. This can be confirmed by the responses, where 84% of respondents said

that the meeting is the communication mechanism; those who have responded with other mechanisms it is not

because they denied the meetings but because they understand that there are other mechanisms, such as field

day, task forces, etc..

As the ability of financial support, in general, today, the producers of Reca have financial autonomy and their

own conditions to effect loans and financing from the granting agencies. However, there is the recognition that

from the beginning and when necessary, until today, the Reca has acted as the guarantor.

Currently the most common method is the financing of projects arising from institutional partnerships for

deployment or implementation of certain areas that benefit stakeholders in that order. The deployment projects

areas are usually funded by international bodies and agencies of the federal government where the form of

accountability is to prove the full and correct application of the resource. Already with bank institutions such as

Banco da Amazônia.

Something noticed during field research is the concern of associated people from Reca (surveyed) to maintain

the production philosophy or pass onto future generations. This is happening through registration in the

preparation of the book "Reca - Our Way of Walking", through lectures in schools, and especially in family

involvement both in cultivation in field day activities, and in the activities management.



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The control and coordination of systems in Reca are maintained by the management model adopted since the

beginning, where the coordinators and leaders make the link between producers and Reca for a shared /

integrated management between Reca versus producer and producer versus Reca. The insertion in the market is

part of the strategic planning that has been put in place, where up to the next five years the production will have

increased for beyond the fulfillment of contracts to expand the market, especially for marketing and retailing.

The Joint SAF with extraction, occurred earlier for legal (need for reforestation), however, according to data

found in the research it was gradually realized that the replanting of native species along with species that are

adapted to regional conditions would have better production and better working environment. A fact that was

remembered by one of the founders is to work in the shadow, in Amazon, it is less tiring, considering the heat

and blazing sun all day in the region. Moreover, in the opinion of the producers surveyed, since combining the

species, so there is no dispute in the same soil nutrients, the forest provides better conditions for higher

production and better use of the property with lower maintenance costs.

Regarding gender equality during the research it was not realized any situation that favors or makes distinction

between male and female, instead the Statute of Reca organization, in Article 19, Paragraph "m" requires that

for the composition of the groups it is needed at least one woman. However, despite the participation of women

in routine meetings of groups and their involvement in activities involving producers in everyday life, this does

not manifest itself as a partner, ie, the husband is the head of household and the associated.

Overall, it was said by respondents that they have all the same rights and from the participation of women

especially in the organization, there were significant improvements as regards quality.

Family involvement is one of the concerns inherent in the philosophy of Reca. This involvement is seen as a

way to keep productive, going passing the knowledge model as well as in the understanding of some

respondents, actas a mechanism to prevent the rural exodus, and it occurs naturally in the group meetings and

other activities involving the producer.

As for the skills and competencies required of a Reca producer, according to respondents, it is something

satisfying, since the organization has been "offered everything" from how to plant, grow, recover waste, as well

as managing production. There has also been training geared towards women, as courses to teach making sweet,

savory, use of food, etc.. Also, there has been offered specific courses to the members of the coordinating board

and courses, as well as facing the institution's management area.

The equitability has been a concern since the beginning of the activities of Reca, who also brings in its mission

the goal of contributing to a more humane and just society. The data found in the research will meet these

concerns, especially the equitable treatment projects and giving priority to the neediest; it is the case of a

running project in partnership with Caixa Econômica Federal to build houses for producers and worries about

education for the children of farmers and better quality of life.

Regarding partnerships, Since the beginning Reca has been supported by the government and private

partnerships according to the data obtained. Earlier the first major project that basically made Reca to emerge,

was a partnership with a private organization that invested resources for the implementation of the first SAFs

boosted by a bishop of the Catholic Church. In the course of its activities, along its almost 25 years of existence,

other partnerships have emerged, for example, with bodies facing research, such as: IMPA, EMBRAPA, Emater

Research Group, Federal University of Acre - UFAC, government agencies such as IBAMA, Ministry of

Environment, Idaron, School Family Farm - EFA private partnerships such as Natura, GTZ, Amazon Working

Group - GTA, Friends of the Earth, among others. Today, perhaps the most important partnershipis with

Natura, EMBRAPA, Emater, GTZ, UFAC, and EFA.

In the region where Reca associated people are inserted in (Amazon), they receive higher incomes than the rest

of the country.

By reports found during the search, the results show that from RECA members now have a new way of living.

At first there were producers who stood for years without seeing money because they used to live with what

they planted and they had no one to sell it to.

Today, the Reca purchases the entire production and compensates producers fairly, thus everyone has access to

education, health, media houses with own transport and energy and access to information. Those who do not

own their own homes are being benefited with a specific project for construction of houses and through Reca



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and support of a customer's Reca, it was managed to deploy and operate a school with the appropriate field

philosophy (pedagogy alternation), where children study and producers remain with their families, thereby

avoiding the rural exodus.

In this context, it was asked, how they have noticed the changes in the quality of the producers’ life. About this

it was obtained the following contributions from the managers and technicians:

Several ways. Children education, acquisition of means of transportation,

house, etc. (Organization’s manager, 2013);

We have observed better houses, cars, electric energy for all, more education

for all, houses. (Manager, 2013);

They are living better. Children have school (EFA) we founded for our

children. Most have means of transportation and those who do not have

homes (good) achieved or are building your home, we've partnered with CEF

in the "my house my life" and are building 30 houses for those who had not.

If you get someone outside that leads, we present new design and we build

more. (Manager, 2013);

Having a quality of life I understand as being well, it is to be well

economically, have better conditions, but also in a healthy and clean

environment (Technician, 2013).

Together with the groups of producers it was also found contributions as to the perception of better quality of

life, according to the following statements:

Yes. Seeking for better things, construction of houses, resources for the

production, it all makes quality of life better of producers (Leader, 2013);

Because it has social and economic righteousness. It has better quality of

life, both social, economic as well as environmental (Producer, 2013)

Another difference which Reca has beyond the integrated participatory management is that while several

organizations battle to put their products in the market, Reca has insufficient production; all that is to produce

as its place guaranteed in the market.

4 CONCLUSIONS

The results found let us say that a development process happened as liberty and it was noticed by the producers’

welfare, availability of resources for health care, quality of food, and differentiated income.

The fact that they are feeling part of the organization adds value to the products that are negotiated with big

companies. Talking about the environment, besides the SAF production, producers were being enabled to

produce without pesticides and / or use natural pesticides.

Another fact is the care adopted during processing and disposal of waste, which is turned into fertilizer and

animal feed; they feel socially embedded, since many rely on partnerships provided by local and regional bodies

because of the impact provided and the value generation and income in the region where they are installed.

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