SISTEMAS ALIMENTARES SUSTENTÁVEIS E OS MERCADOS DIGITAIS: O CASO DA KITANDA DELIVERY

Abstract

This study aims to understand and analyze the case of Kitanda Delivery, its history, business structure, challenges, perspectives and its contribution to the study of digital markets for products from sustainable food systems. Therefore, a qualitative approach research was carried out, which is classified as descriptive-exploratory according to its objectives. Data collection took place through semi-structured interviews and data analysis conducted through the method of content analysis. The results show that the demand for food is growing and that it is necessary to restrict the uncontrolled use of environmental resources, thus, the world needs more sustainable food systems. Family farmers are the protagonists in this production system, in addition to being inserted in new food marketing channels via digital markets. From this perspective, Kitanda Delivery is operationalized in the city of São Miguel do Oeste/SC, aiming to build local short chains, via mobile devices and digital marketing tools, offering the population fresh food, of differentiated quality, without chemicals and without pesticides in comfort from home. Social networks are the main dissemination and marketing channels used by Kitanda, especially Instagram and WhatsApp. The study shows that digital markets foster consumption and demand for healthier products in an increasingly virtualized society, but it requires constant evolution in the production and posting of content, since the perception of food quality is based on visual form via digital marketing platforms.