The challenges of marketing organic products leafy vegetables in the municipal organic market in petrolina PEư

Peer-Reviewed Journal ISSN: 2349-6495P | 2456-1908O Vol-9, Issue-6; Jun, 2022 Article DOI: https://dx.doi.org/10.22161/ijaers.96.51 The Challenges of Marketing Organic Products: leafy

Peer-Reviewed Journal ISSN: 2349-6495(P) | 2456-1908(O) Vol-9, Issue-6; Jun, 2022

Article DOI: https://dx.doi.org/10.22161/ijaers.96.51

The Challenges of Marketing Organic Products: leafy

vegetables in the Municipal Organic Market in

Petrolina-PE

1Mestranda em Dinâmicas de Desenvolvimento do Semiárido (PPGDiDEs)

Email: essenciaeduveca@gmail.com

2Docente adjunta do Programa de Pós graduação em Dinâmicas de Desenvolvimento do Semiárido - PGDIDES/UNIVASF E-mail: liliane.ferreira@univasf.edu.br

3Faculdade de Ciências Aplicadas e Sociais de Petrolina – FACAPE

E-mail: caliane.borges@prof.facape.br

Received: 25 May 2022,

Received in revised form: 17 Jun 2022,

Accepted: 23 Jun 2022,

Available online: 30 Jun 2022

©2022 The Author(s) Published by AI

Publication This is an open access article

under the CC BY license

(https://creativecommons.org/licenses/by/4.0/)

Keywords — Fairs, Losses, Organic

vegetables, Sale,

Abstract — The offer of organic vegetables, such as leafy vegetables, is

increasingly frequent in small community fairs, such as the one that takes place at the Municipal Organic Market in Petrolina-PE Considering that the research points to losses in the process that involves the post-harvest and commercialization of in natura products, but need to be more frequent

in interior cities, the present study aimed to verify the existence of losses

in the commercialization of coriander (Coriandrum sativum), chives (Allium schoenoprasum), lettuce (Lactuca sativa) and kale (Brassica oleracea) among four producers that sell in the market The methodology used was a field study with site visits during the fairs from 02/27/2022 to 03/27/2022 and conducting an interview with the producers Although the results have pointed to low levels of losses in the sale of leafy vegetables

in the market, they have elucidated some determining factors of the same, which need to be corrected to improve the activity in the place It is noteworthy that the low quantity of losses identified during the study may

be correlated with the cooperation present in the group, the friendly relationship between the group and the customers, the small number of products offered, or the fact that they are organic being well evaluated by

consumers

The demand for organic products has become a

growing phenomenon among the population that seeks

healthy and environmentally sustainable food For

producers, they represent a business opportunity since the

planting of organic vegetables requires low capital

investment and the possibility of multiple crops; in

addition to being carried out by family farmers [1]

Organic agriculture has been growing in many countries, driven by the demand for products that increasingly generate interest in consumers Lemes, Oikawa & Michellon [2] discussed the expansion of the global organic market in monetary terms in their research According to them, between 1999 and 2015 there was a growth of 426.3%, from 15.2 billion dollars to 80 billion, respectively For Coutinho, Koefender, De Mera, & Camera, [3] the activity has generated interest both in trade

at fairs and in large retail chains

In parallel with this growth, there is also an increase in

the number of production units in the country (from 5,406

in 2010 to 22,064 in 2018) and registered organic

producers (from 5,934 in 2012 to 17,730 in 2019);

according to data from the Ministry of Agriculture,

Livestock and Supply [4]

However, a factor that needs to be considered in

cultivation in agriculture is losses since they can be present

in all stages of the process that involves cultivation,

harvesting, transport, and sales of products And although

there are no precise numbers regarding their quantity,

studies indicate that a third of agricultural production ends

up being lost, mainly because they are perishables [5]

Thus, the present research focuses on the losses in

vegetables that occur after harvest, specifically during the

commercialization stage

As they are ephemeral, in natura products such as

Fruits and Vegetables) suffer damage mainly in the

post-harvest, given that they are primarily composed of

turgidity, keeping their vital biological processes active;

and may suffer damage caused by transport, environmental

conditions, inadequate classification, and excess offers

[6,7,8]

Considering that it is not common to find literary

studies that point to data on losses in the sale of vegetables

in retail in interior cities, which are more present in supply

centers [8], the current research was based on the

investigation of losses in the commercialization of organic

leafy vegetables (coriander, cabbage, lettuce, chives) in a

small open market held among small organic farmers in

the municipality of Petrolina-PE

As for the motivation for the study, it should be noted

that the vegetables mentioned are among the products that

are not lacking for sale at all fairs held and that the space

where they take place is a recent achievement for

producers and the community, providing direct sales

between these and the final consumers

Therefore, we sought to verify the existence of losses

in the process of marketing leafy vegetables at the

Municipal Organic Market in Petrolina-PE during the

months of February and March 2022, based on the

following specific objectives: (a) To present the

socio-economic profile of the study group; (b) Observe

interactions between producers and customers during fairs;

c) Discuss leafy vegetable sales on the market; d) Know

the possible causes of leafy vegetable losses during the

fair; (e) Describe the process of handling, packaging and

transporting the products

The results pointed to low amounts of losses in leafy

vegetable sales, which can be understood from some

variables identified in the research, such as the existence of

cooperation in the group, friendship between the group and the customers, low quantity of goods offered during the research or the fact that they are organic products, being well evaluated by consumers However, although the levels of losses in the commercialization of leafy vegetable were not expressive, the research showed that the factors related to them constitute aspects to be corrected for the quality of the activity in the place Furthermore, the research was carried out after approval by the Research Ethics Committee (CAAE 56033722.0.0000.9227)

In addition to the summary and introduction presented, the work is structured as follows: Production and sale of organic products in Brazil and worldwide; The municipal organic market in Petrolina-PE; Losses in the process of marketing vegetables; Methodology; Results and discussions; Conclusions and References

ORGANIC IN BRAZIL AND THE WORLDEADINGS

According to Darolt [9] organic agriculture emerged in the 1940s and had as its precursor the English agronomist Albert Howard Being contrary to any addition of chemical fertilizer in production, based on natural biological processes for the continuous improvement of soils Thus, unlike the actions of conventional agriculture, where there

is the commonly intensive use of soils, organic agriculture uses combined cultivation techniques that work in harmony to form an organism or system, favoring the environment and sustainability [10]

Conceived as a system, organic agriculture requires rational use of natural resources from the beginning to the end of the production process From soil preparation through the stages of planting, transport, storage, and marketing of products [10] Thus, there must be practices for the preservation of fauna, flora, and recycling of waste, among others ecologically sustainable, at all stages of the organic production chain

Concerning this activity, research has shown exponential growth worldwide, providing more significant gains to producers and changes in consumers' eating habits, who are increasingly looking for a healthy diet The increase in organic production worldwide can be proven

by expanding arable areas According to the Research Institute of Organic Agriculture and the International Federation of Organic Agriculture Movements [11], 74.9 million hectares of organic agriculture were cultivated in

2020 (Fig.1)

Among the continents with the highest production in Oceania with almost half of the total arable areas and

Europe with 17.1 million hectares The countries with the

largest extensions of organic agricultural land are Australia

with 35.69 million hectares, followed by Argentina with

4.45 and Uruguay with 2.74 So, together, these countries

are responsible for 80% of all cultivated areas [11]

The data show that the growth of organic agriculture

follows the increase in consumption According to the

Institute of Economic and Applied Research [12] the

increase in sales of organic products in retail at the

international level has been greater than 11% since the

2000s This fact is due to the demand for food and

beverages from organic agriculture in Europe, North

America, and China, in addition to being related to the

Coronavirus pandemic, which has driven many consumers

to seek healthier food [11] In this way, as the coronavirus

pandemic continues, people continue to change how they

live and eat, caring more about health, well-being, and

prevention

Although only 25% of the countries with organic

activities have available data on retail sales in 2020, the

international market accounted for 121 billion euros in

sales in this modality for that period Some countries were

experiencing double-digit growth, such as Denmark

(13%), Austria (11.3%), and Switzerland (10.8%) [11]

The indicated data generate expectations that sales in

the sector will continue to grow, as has been happening for

over two decades Revenues from organic agriculture in

the 1990s were only a few billion dollars, rising to 18

billion in 2000, exceeding 100 billion in 2018, and

accounting for 129 billion in 2020 (Fig 2) [11] Organic

agriculture is a growing market driven by health, quality of

life, and the environment According to [12], American

organic consumers are not only consuming food but also

different products from this activity

Regarding the Brazilian organic market and the areas

reserved for cultivation, its increase has also been

occurring gradually According to [4], there was a

variation of almost 200% in the number of registered

producers between 2012 and 2019, from 5,934 to 17,730;

and in the number of production units by 300%, from 5406

in 2010 to 22,064 in 2018 (Fig 3) However, despite the

numbers representing large additions to the activity, it is

estimated that many more organic producers have not

registered for the activity with the competent body

As in other countries, the commercialization of

Brazilian organic products has been stimulated by the

increase in consumer interest, not only domestically but

also internationally Data from [11] pointed the country in

ninth place in terms of volume of exports to the European

Union in 2019, totaling 75,676 tons of products The main

export items of Brazilian organic agriculture are rice, sugar, and organic honey [12]

To produce and commercialize organic products in Brazil, the producer must be certified or associated with a Social Control Organization Thus, there are three control mechanisms in the country for the production and commercialization of organic products: the Participatory Guarantee Systems (SPG), Audit Certification, and Social Control Organizations (OSC) [13] They must be used according to the way in which the products are sold to customers, that is, whether this occurs directly or indirectly

When marketing takes place directly at fairs, homes, production units, or even through government programs such as the National School Feeding Program (PNAE) or Food Acquisition Program (PAA), it is not necessary to place the seal on the products Only the producer is

associated with an (Organização de Controle Social

(OCS)) Social Control Organization [13] Furthermore, these institutions are formed by family farmers registered with MAPA, receiving a declaration from the agency authorizing the marketing of their products through direct sales These institutions comprise: “a group, association, cooperative or consortium, with or without legal personality, of family farmers” [14, p 366]

Still, concerning the growth of the Brazilian organic trade, it is noteworthy that this is related not only to external demands but also to the opening of internal markets Such as the initiatives to stimulate offers in schools and other government institutions promoted by the National School Feeding Program (PNAE) and Food Acquisition Program (PAA) Which contributed to the appreciation of organics and family farming [12]

Therefore, as more producers and companies are regulated in Brazil, more parts of the population will become organic consumers, as there will be more products for sale at more attractive prices However, although there

is a growing trend in the country, some factors constitute bottlenecks in the activity, such as the concentration of land and the practice of monoculture, which make it challenging to convert organic areas [12]

PETROLINA-PE

The municipal organic market of Petrolina is a space where there is a fair held by organic producers directly to customers This form of trade is understood as a short trade chain quite common in Brazilian regions In it, the producer sells his products now on his property or at fairs, markets, and other establishments; there may still be

a single intermediary between the producer and the

consumer [15]

Short marketing chains promote socialization and

interaction between the producer and the final customer

It is possible for this to know information about who

produced the goods, what inputs were used, and how the

production process was Goodman (2012, as cited in [9])

highlights that short marketing chains constitute

significant cooperation networks between consumers and

producers in producing sustainable, ecologically based

food, such as organic foods In addition to strengthening

the culture and appreciation of local spaces

Thus, the municipal organic market, a space destined

for direct sales by producers, was opened in July 2019 and

is also the first in the northeast; aiming to provide an

adequate space where organic producers in the region can

market healthy products without the addition of chemical

fertilizers [16]

An interview with Auzira, president of the (Associação

dos Produtores e Produtoras de Orgênicos do Vale do São

Francisco (Aprovasf), Association of Organic Producers of

the São Francisco Valley, an OCS that enables the

production and sale of products at the fair, it was reported

that the great challenge since the beginning of activities

was to have a space where associates could offer their

products to the public Also, according to the manager's

reports, the (Companhia de Desenvolvimento dos Vales do

São Francisco e do Parnaíba – (Codevasf), São Francisco

and Parnaíba Valley Development Company, a vital

development company for the northeast of Brazi, was the

first to encourage and believe in the cause

Thus, it initially promoted the creation of an island of

stalls at the Areia Branca neighborhood fair and Codevasf

headquarters But, as there was an increase in the number

of stalls, the fair had to be transferred to the Josefa Coelho

municipal park, where it remained for some time Later, it

moved to the parking lots of the River Shopping

Convention Center, and Casa do Artesão in the

neighboring city of Juazeiro-BA

Finally, after a long wait for a definitive location that

would meet the demands of producers in the sale of their

products, the then-mayor Miguel Coelho inaugurated the

Municipal Organic Producer Market in July 2019, passing

its Assignment to Aprovasf

Thus, the place comprises the space where producers

directly sell their products to customers who attend the

fairs on Sundays, from 6 am to noon According to some

producers, the place has become a point of reference for

customers looking for organic products, in addition to

contributing positively to business

PROCESS

As they are highly perishable products, fruits and vegetables suffer losses mainly post-harvest since they are primarily composed of water, keeping their vital biological processes active They may suffer damage caused by ambient temperature, and inadequate transport, among other reasons [7, 17] For the authors, temperature management is an essential factor in the conservation of vegetables and loss control

Regarding refrigeration for vegetable canning, the authors Silva et al [5] found in their research that the most significant losses occurred with tomatoes (21.73%), tangerines (21.73%), and leafy vegetables (17.39%) According to the authors, both tomatoes and leafy vegetables are very sensitive to changes in temperature and humidity, requiring adequate refrigeration as well as proper packaging and sanitization

In addition to the causes related to temperature, losses

in the marketing of vegetables are also related to other factors, such as storage conditions, incorrect handling, transport, inadequate classification, and inappropriate packaging [6, 18, 19, 20, 8]

Concerning these circumstances, Guerra et al [19] conducted studies on post-harvest losses caused by vegetables: potatoes, onions, and peppers sold at fairs and supermarkets in Santarém-PA In their research, the authors found that the primary loss factors in these products are caused by inadequate classification (types, groups, sizes), incorrect handling, and improper packaging

The authors Lourenço and Katz [20] showed that the losses related to handling and transport of a load with 10,000 kg of fruits and vegetables to be marketed in

Centrais Estaduais de Abastecimento (Ceasa) -RJ [State Supply Centers] could reach 4,500 kg, that is, almost 50%

of the content of the same Although this amount is already quite expressive, it is noteworthy that it is not the only one,

as there are also losses caused in the field and at points of sale such as supply centers and supermarkets

As for the transport factor, it is noteworthy that this is

an important variable to be observed in the aggravation caused at the fruits and vegetables This is because another agent also contributes jointly: the Brazilian road network According to Weis and Santos (2012, as cited in [5]), some Brazilian road structures are not in normal condition; when the load is not positioned correctly, it helps to further contribute to the deterioration of products along the way Still, concerning transport, Costa, et al, [18] highlighted in their research that there is a percentage of

18% more losses of fruits and vegetables in the processing

and packaging phase in Latin American countries,

including Brazil, if compared to high-income countries

groups such as Europe, North America, and Oceania For

the authors, this fact is due to the deficient infrastructure in

these countries, including transport

Another reason for vegetable losses is improper

handling The authors Ceccato and Basso [6] verified in

their research that the losses in the commercialization of

vegetables are caused by incorrect handling of employees

and customers They reported that unprepared employees

dumped the products on the supermarket shelves without

proper care, causing dents and injuries to them On the

other hand, customers caused cracks in the products with

their nails, swapped them, dropped them, squeezed,

crushed and at times even ingested them In this way, this

factor is also an agent of the damage suffered in

vegetables

For further clarification on the damage caused to

vegetables, it is essential to distinguish them into three

types Those of physiological origin (occurring through the

plant's metabolism or during its storage); microbiological

damage (caused both by storage and by the attack of

insects and microorganisms), and mechanical damage (the

latter related to the operational activities of people and

equipment that carry out the transport, handling, and

packaging) [21 19]

Studies indicate that the damage to vegetables during

marketing can occur from the joint action of different

factors For example, when they are not packaged or

mishandled, they may suffer minor cuts that favor the

entry of microorganisms, causing fruit rot and causing

physiological damage [22, 5] Likewise, high or low

temperatures impact fruits and vegetables, decreasing their

turgidity and causing mass loss and wilting [21, 19, 17].]

Because of the issues mentioned above, the factors that

generate losses in fruits and vegetables must be discussed

through the development of research focusing on the paths

taken from the field to commercialization—looking for

estimates about the amounts of losses existing in this route

in order to make this reality increasingly explicit

This is necessary because, unlike other consumer

goods in which it is possible to add value after production,

agricultural products, such as vegetables, have their quality

already defined when harvested in the field [22] The

emphasis on this fact becomes relevant as it denotes

attention to the integrity of the properties of these products

until they reach the final consumer

Therefore, losses in agricultural production, especially

in fruits and vegetables, can be caused by several factors,

which demand knowledge, diagnosis, and corrective action

on its causes to minimize them—considering that the defects caused to the products, regardless of their origin, harm the quality and commercialization of vegetables

Scientific research is a systematic way of organizing methods for the knowledge of concrete reality and can be carried out based on experiences [23] Thus, it is clear that

it allows a greater understanding of the phenomena studied and the consequent breadth of scientific knowledge However, it requires a lot of dedication, commitment, and availability from the researcher and ethical compliance at all stages of the investigation process

As for the objectives, the research is characterized as exploratory-descriptive The exploratory study is necessary when the researcher uses bibliographic sources, also aiming to provide an overview of a given fact [24] It allows, therefore, the possibility of forming new knowledge from the interaction with the reality studied However, due to the flexibility of planning and the use of different instruments, the researcher may face doubts or uncertainties regarding their choice

Regarding the approach, it is a qualitative-quantitative study since it presents numerical aspects represented by graphs, as well as an interpretative analysis of the observations made by the researcher [25], with the qualitative aspect intrinsically related to the researcher's subjectivity, from their experiences and prior knowledge Thus, a quality-quantitative approach composes an objective and particular structure; at the same time

Regarding the procedures, it is characterized as a field study, which "consists in the observation of facts and phenomena as they occur spontaneously, in the collection

of data referring to them and in the recording of variables that we presume relevantly, to analyze them" [23, p 59] Thus, the aforementioned study used some specific operationalizations, such as: focus on the work community, interviews, notes through observation in the field diary, that is, the instruments appropriate to the reality studied were applied, which, according to Gil [26] are necessary procedures for this category of study

Thus, the research was carried out with a sample of four organic producers who sell leafy vegetables: coriander, chives, lettuce, and cabbage in a short marketing chain at the Municipal Organic Market in Petrolina-PE With the purpose of verifying the existence

of losses in the commercialization of these vegetables, since several studies point to their existence during the process that comprises the harvest, transport, and exposure for sale [6, 19, 27 ]

The choice of subjects refers to the fact that they all

produce and sell leafy vegetables in the space, which does

not happen to the others The option for the

aforementioned vegetables is due to the fact that they are

quite common in the region and are among the most

sought after at the fair

Finally, it should be noted that the research was carried

out after approval by Comitê de Ética em Pesquisa (CEP)

Centro Universitário da Vitória de Santo Antão, (Research

Ethics Committee), according to opinion substantiated no

5.257.247 e Certificate of Presentation of Ethical

Appreciation (CAAE 56033722.0.0000.9227)

The field research was carried out during the period

from February 27 to March 27, 2022 The field diary was

used throughout the interval to record the quantities of

leafy vegetables offered for sale at each fair and the total

sales made, in addition to other information, such as:

customer behavior during purchases and cooperation

between the group Thus, the results and analysis followed

the objectives outlined, as shown below:

(a) Socio-economic profile of the study group

The research focus group comprises four small farmers

who cultivate in modest areas and sell their products

directly to the final consumer in the organic market In

addition to the above-mentioned leafy vegetables, they

also plant other vegetables and fruits, namely: sweet potato

(Ipomoea batatas), beetroot (Beta), carrot (Daucus carota),

zucchini (Cucurbita pepo), pepper (Capsicum annuum

Group), cherry tomato ( Solanum Lycopersicum var

cerasiforme), orange (Citrus X Sinensis), passion fruit

(Passiflora edulis), lemon (Citrus limon), spinach

(Spinacia oleracea), arugula (Eruca vesicaria ssp sativa)

hot pepper (Capsicum chinense 'Adjuma ), okra

(Abelmoschus esculentus), onion (Allium cepa), leek

(Allium porrum), eggplant (Solanum melongena), gherkin

(Cucumis anguria) pumpkin (Cucurbita), star fruit

(Averrhoa carambola), among others

About the experience with organic agriculture,

producers have been practicing this crop for an average of

twelve years (Table 1) As for education, only producer 4

has completed high school while the others have an only

incomplete elementary school Regarding the number of

people in the family who share the income from the sale of

organic products, it varies between two and three per

family This is because, according to them, the children

have already grown up, and some have managed to obtain

other means of subsistence

Even though it is made up of a few members, the farmer himself, the spouse, and the children carry out the work in the field and also at the fair, with the exception of producer 4, which had to hire three employees to help with fieldwork and deliver the products In addition, all the producers surveyed sell at other points of sale, in addition

to the organic market Producers 1, 2, and 3 sell their products at the organic fair that is located outside the Casa

do Artesão in Juazeiro-BA, in the “fairs” of the neighborhoods where they live and on the property Producer 4, on the other hand, opened a company, created a logo with the initials of its name, and distributes its products with the organic seal in some supermarkets and produce in the city through the audit certifier: Instituto

Chão Vivo, linked to (Ministério da Agricultura Pecuária

e Abastecimento - MAPA) Standing out that it is the only one with complete high school in the studied group

(b) Interactions between producers and customers during fairs

There are strong bonds of friendship and companionship between the producers, so they care about each other For example, when some goods are sold faster

in a specific stall, the owner of the same offers to put his colleague's goods for sale in his stall This practice is very common in the group According to them, it also helps to

attract customers “Stall with little merchandise do not

attract customers” said producer 1, who is always on the lookout to share his products with his stall neighbor Solidarity and friendship are usually common among fairground vendors, whether helping with sales from colleagues or sharing topics that interest the group [28] The space of free fairs is usually quite conducive to forming bonds of friendship between the fairground and its customers So personalized service is one of the characteristics of the street market [29] In an interview with producer 4, it was reported that some of its customers call in advance requesting the goods so that many products are already sold before they even arrive at the place, allowing better management of the supply and control of losses

(c) Sales and losses of leafy vegetables during the fair

in the organic market

The producers' survey showed that leafy vegetables among the most sold are lettuce and coriander (Fig 4) The first is a vegetable of great social and economic importance in Brazil Being the most consumed in the country, occupying third place in the classification of vegetable production, with its highest concentration in the southeast, south, and northeast regions [27]

Coriander, or green smell, as it is known in some

localities by country, is also a widely consumed vegetable

in the northeast region of Brazil [30] According to the

producers, this leafy vegetable is preferable to parsley

(Petroselinum crispumé) and cannot be missed at the fair

"Here, customers do not like salsa very much, no They

always prefer cilantro." A highlight of producer 3's speech

in an interview

Regarding chives, the least commercialized vegetable

among the group, all four producers answered in a

structured interview that they usually take between ten and

twenty packages of it at each fair during the year They

also stated that the vegetable bulbs are removed for

replanting when they are not sold Thus, according to

them, it is possibly better to control the production and

supply of these leafy vegetables

Thus, a relatively low percentage of losses was verified

in the sales of leafy vegetables, although the producers

have stated that it is common for there to be losses of their

goods at the fair However, considering that these are

highly perishable products and come from a small-scale

economy, the effective management of loss control in

family farming, even when they occur at low levels, is a

preponderant factor for the continuity of activities

Some explanations provided by the producers

themselves may contribute to a better understanding of this

result According to them, during the study period, there

was a small number of products offered as a result of

losses suffered in the field by the action of rain and insect

attacks Producer 4's report, referring to the lack of

coriander in a certain fair, specifies this fact well: "If I had

brought more vegetables, I would have sold everything;

the goods ran out too soon." By reducing losses in the

field, it is possible to increase the income of producers, in

addition to minimizing the costs of intermediate and final

consumers [6]

Producers 1 and Producer 3 have two stalls in the

market and always distribute their products in such a way

as to occupy their entire space They were also the top

sellers of leafy vegetables during the survey (Fig 5) The

first one usually has a higher quantity of leafy vegetables

than the others, so its products are very commonly offered

for sale in other stalls when their owners have already sold

their goods Producers 2 and 4 are the ones that most

collaborate with these sales

Concerning this fact, Araújo and Ribeiro [28] showed

that 41% of the merchants interviewed in their research

used to be supportive, reselling products from other stalls,

mainly from friends and neighbors This corroborates the

information collected in this study, given that this

cooperation is common among the four producers who collaborated with the research

Still, regarding the low quantity of unsold goods, this fact may be related to the specificity of the products offered at the fair, given that they are organic and, therefore, tend to be more valued by customers However,

to better elucidate this hypothesis, it is recommended to carry out a new survey among small farmers who cultivate leafy vegetables in traditional and organic agriculture in order to make a comparison in the sale of products

(d) Causes of leafy vegetable losses at the organic market fair

The quality of the product is something that impacts its acceptance Although few stands sell leafy vegetables on the market, it is possible to see that customers observe and make comparisons between the same goods According to producer 4, one of the reasons why the merchandise is not sold is low quality She argued in an interview that the customer does not like it when the vegetables are not

packaged correctly "If the package is too open, wind and

other debris such as hair, for example, can enter, and the customer will not want to take it."

Concerning the report, it was observed that at a specific fair, some packages of coriander at Producer 1's stand were not packed correctly (Fig 6) Therefore, there were losses

of 09 units of the vegetable that day The correct packaging of fresh products in appropriate packaging is a crucial factor for their conservation, avoiding losses [6] Another aggravating factor concerns the sunlight, which reflects directly on some stalls (Fig 7), causing the products to become shriveled This is what happened with some leafy vegetables from the stand of producer 3 (Fig 7) According to the producer, the vegetables arrived at the fair still fresh, but they could not withstand the heat caused

by the action of sunlight on her stall Silva et al [5] warn

of this fact when they state that heat can cause turgidity, where the main aggravating factor is the loss of appearance

of the vegetables, leaving them withered and wrinkled, making their sales difficult

In addition to the heat exerted by the sun on the site, there is also the problem caused by the water coming from the rain According to the producers, in an interview, there should be a cover made of canvas material (awnings) on the market to protect the products

(e) Handling, packaging, and transport of products to the fair

Also, in interviews with the producers, it was found that the leafy vegetables were harvested the day before the fair This eliminates the need to use refrigeration This is also possible because the distance between the vegetable

gardens and the point of sale is relatively short, and

transport is carried out during the early hours of the

morning When the goods need to be transported over long

distances, care must be taken to maintain the refrigeration

of the products; otherwise, they may suffer mechanical

damage [19]

Producers prefer to pack leafy vegetables after they

reach the market, avoiding excessive handling and

touching the products Thus, after harvesting in the

gardens, they separate them into bundles, organize them in

containers or agricultural boxes measuring 55x36x51 cm,

sprinkle a little water, and cover them with wet cloths

Producers claim that this process allows the products to be kept fresh until the moment of sale, which sometimes begins even before six in the morning when the first customers begin to arrive

Thus, about the handling, packaging, and transport process that occurs before the commercialization of leafy vegetables, the research showed that they are minimal and

do not impact the loss of quality of the products This fact

is attributed to other causes, such as the heat exerted by sunlight on products and inadequate packaging during sales

Fig 1: Cultivated areas in millions of hectares by continents and countries

Source: [11]

Fig 2: Expansion of the organic trade in the world

Source: [11]

Fig 3: Number of organic producers registered with MAPA and production units

Source: [4]

Fig 4: Total leafy vegetables sold and losses

Source: Field research

Fig 5: Total leafy vegetables sold and losses by producer and product Source: Field research

Fig 6: leafy vegetable packages improperly packed Source: Field research

Fig 7: Products wilted by the action of the sun Source: Field research

Table.1: Information about producers Source: Field research

with organic farming

Commercialization locations

Control bodies

elementary school

5 Fairs and property Social control organization

(SCO)

elementary school

14 Fairs and property Social control organization

(SCO)

elementary school

20 Fairs and property Social control organization

(SCO)

hortfrutis

Social control organization (SCO)/ Audit certification

Commercializing organic vegetables is increasingly

present in open markets, seen as short marketing channels

Thus, the Municipal Organic Market of Petrolina-PE was

created to provide small producers with the possibility of

offering their goods directly to customers who frequent the

place in search of healthier foods

The investigation carried out with the

commercialization of leafy vegetables: coriander, lettuce,

chives, and cabbage in the market showed a low level in the number of losses during sales About this finding, some aspects can be considered: the group's unity in helping each other in sales, the friendship they maintain with customers and the low supply of products resulting from losses in the field And also the fact that the vegetables are organic, which can be considered attractive

to customers

As for the leafy vegetables that were not sold at fairs during the research period, some observations made during