Open Access

Table 2.

Future prospects for the production and consumption of Brazilian organic wine.

Information access Work colleagues, organized groups, network of contacts; Internet, websites, groups in digital social networks, web pages and portals; Public agents, technical assistance; Consumer networks, consumer cooperative, direct from producer, visits, point of sale, label, advertising material; Events, news, studies and health professionals.
Production The tendency is to produce a product free of pesticides (Agrochemical), or to do within the limits, in the most sustainable way possible; Future challenge of producing more economically way; New producers are migrating to the organic, or more sustainable; The Region of the Campanha Gau′cha, located on the south of the State of Rio Grande do Sul, presents good potential for the production of organic wines, because it has sandy soils and lower humidity.
Challenges Reach the consumer who is willing to pay a little more; Lack of research; EMBRAPA is developing resistant varieties, such as powdery mildew, mold and other diseases of the vine.
Product demand The Brazilian organic market is still starting in the wine segment. Is growing, consumers are looking for a more sustainable product, not exactly organic or biodynamic. It is creating a niche.
Trust and communication Consumers trust on certification by audit, because the analysis process, participatory certification, consumer participation and producer networks, knowing who produces, direct contact, product being at the fair and being able to talk to the producer, information on the label, product design, people who sell, produce, their networks of contacts, know the origin of the product, the production processes and the organic label.
Availability Direct from producer, ecological fairs, consumer cooperatives, local commerce and supermarkets, specialty shops and organic food restaurants.
Packaging, communication and marketing It lacks an approach, good communication, good visual, it is necessary to qualify and sophisticate the product communication. The consumer cooperative transmits these demands to producers, since the group of consumers can achieve this approximation. It needs to have wine packaging, well presented, with process information, who produces, quality, raw material. Sometimes you have a good product but have not advanced in packaging, availability, scale, regularity in the market, product standard, so you have to establish regularity and constant information.
What consumers are looking for For being sustainable, diversification of production, environmental issue and respect for nature, thinking about future generations, motivate this production, for being a real food, healthy, natural, with special flavor, without chemical additives, pesticide residues and other waste.
Other values Approach all sustainability actions, in addition to the minimum to organic production certification, in the advertising discourse, since consumers take this information into account to decide on a product**.
Public policies MAPA’s*** Project, published by EMBRAPA, which developed the Integrated Grapes Production for Processing (PIUP), which are within the limits of resource use and agrochemicals. Developing methodology, in addition to dissemination, development and certification, so that it avoids the increase of costs and can add value to the final product.
Product Thermovinification, which eliminates oxidative enzymes, may be the solution for further standardization of the product.

* The framework addresses the vision of the sector, as actions to be able to supply organic wine, is included the sector and the wineries, in italics the vision of the consumers. ** Suggested by the author from the response of consumers. ***Brazilian Ministry of Agriculture, Livestock and Supply.

Source: Author.

Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.

Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.

Initial download of the metrics may take a while.