Projeto Mulheres do Café e o potencial do uso das mídias digitais para a comercialização

Abstract

Access to the internet and digital media have increased significantly and gained relevant proportions in rural areas. They became a means for the commercialization of the coffee production of the group of producers linked to the project "Mulheres do Café", established by the Paraná Institute of Technical Assistance and Rural Extension - EMATER, in 2013, with the participation of 250 women from 12 municipalities, from the North Pioneiro-PR region, sought to promote social advances and economic insertion for the collective of women. The objective of the work is to analyze the direct and indirect influences of social media in the process of commercialization of coffees produced by this group of producers and to evaluate to what extent access to digital media stimulates social and economic promotion, during the Covid-19 pandemic. Therefore, it will be crucial to emphasize especially the connections, from digital marketing platforms. This evaluation involves a set of qualitative methods, aiming to understand access to media and marketing strategies. Simultaneously, interviews were carried out based on a semi-structured script to understand and densely describe the role of social media in the coffee marketing process, verifying how the process occurs and what are the requirements for participation, benefits and challenges. With the data collected, advances in marketing generated by social media were observed, especially in the pandemic period, replacing face-to-face marketing. The knowledge generated supports the formulation of public policies and the improvement of family incomes, as well as the functioning of associations, cooperatives and private and/or public institutions.