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Changes in beef consumption and retailing competitiveness in Brazil: a rapid appraisal

Aguiar, D.R.D., Lago da Silva, A.
Agribusiness 2002 v.18 no.2 pp. 145-161
beef, retail marketing, food marketing, market competition, food consumption, consumer behavior, beef quality, income, Brazil
This paper analyzed the competitiveness of beef retailing in Brazil. We carried out a rapid appraisal by means of extensive usage of secondary information, key informant semistructured interviews and direct observation all around the country. We found that beef has been losing competitiveness to other meats in part because of price disadvantage and in part because of marketing inefficiencies. The critical points are: the intermittent quality, unhealthy image and high price of beef, the low level of income of most consumers, inept enforcement of safety regulations, and failing vertical coordination. An important outcome of this study is that most of the problems faced by retailers do not depend only on them. However, retailers need to play a dominant role in dealing with these issues because they represent the most organized segment of the Brazilian beef system.