Agroturismo e orientação aos circuitos curtos de comercialização dos alimentos orgânicos: estudo do caso “Acolhida na Colônia””

This research investigates the orientation of the sales channels for organic products, with special attention to direct sales at on the farm and other forms of short commercialization supply chains used by the family farmers of the "Acolhida na Colônia" agro-tourism association (AC) in the state of Santa Catarina (SC), Brazil.The investigation method is based on qualitative - focus group with the CA farmers - and descriptive and multivariate statistics of 111 questionnaires to the farmers. The results of the multivariate analysis are confirmed by the responses in the Santa Rosa de Lima Focus Group, allowing for the definition of three different market-orientation profiles of the 111 family farmers.The issue of establishing an effective and efficient producer-consumer relationship for those farmers who want to combine agro-tourism and trading of organic products has been investigated focusing on three interconnected concepts: family farming marketing, short marketing circuits and agro-tourism. The results obtained show that the problems met by the AC farmers in the trading of the organic products can be solved through more effective strategies of short marketing circuits to improve the connection between farmers and consumers.