Expanded Macromarketing Applied On A Community Basis Organization

Business and Management Review Vol. 3(10) pp.
17 26 August, 2014
Available online at http://www.businessjournalz.org/bmr
ISSN: 2047 - 0398
EXPANDED MACROMARKETING APPLIED ON A COMMUNITY BASIS

ORGANIZATION
Suzenir Aguiar da Silva Sato
PhD in Administration
Professor at the Foundation Federal University of Rondnia (Brazil)
E-mail: suzi@unir.br
Mariluce Paes-de-Souza
PhD in Regional Development
E-mail: mariluce@unir.br
Nilza Duarte Aleixo de Oliveira
E-mail: nilza@unir.br
Roslia Maria Passos
E-mail: rosaliapassos@unir.br
TheophiloAlves de Souza Filho
PhD in Regional Development
E-mail: theophilo@uni.br
ABSTRACT
With the emergence of activist school in the 1970s, the concept of marketing transcended the consumer focus to
deal with broader social issues, applied both to political means, charities and universities, as the products. In
the 1980s the studies went forward and macromarketing became a discipline, leading efforts to researches and
developments in the communities, being presented in macromarketing traditional models, which considers
globalization as the starting point to achieve the development and expanded macromarketing derived from
Sens studies and suggests that development is defined as the elimination of liberty deprivations that limits the
choices and opportunities for people to thoughtfully exercise their agent condition. The research aimed to
understand the development in a community-based organization called Reca, located in Rondnia / Brazil /
Amazon, from a qualitative and exploratory-descriptive study, through observations and semi-structured
interviews using macromarketing Expanded Model from Kilbourne. For managing the organization Reca is
divided into 11 (eleven) groups of producers and 03 (three) representatives of the organization, 02 (two
representatives of the technician team and 56 (fifty-six) producers took part in the research, whether they
leaders/coordinators or founding partners. Data was collected in December 2013 and the results indicate that
the development process happened with freedom, perceived by producers welfare, availability of resources for
health care, food quality and a different income. The fact about feeling part of the organization adds value to
the products which are negotiated with big companies. About the environment, beyond the production by Agro
Forestry Systems SAFs and the use of natural pesticides there are care adopted during processing, and waste
destination - that have been turned into fertilizer and animal feed.
Keywords: Substantive Freedom, Development, Quality of life
1 INTRODUCTION
Amazon region reality is characterized by the exploitation of small productive units that which deals with the
production and/or collection of Non-Timber Forest Products (PFNM). However, producers and collectors have
difficulty in organizing hemselves due to isolation conditions imposed in the forest and miscommunication
(Murrieta & Rueda, 1995) which comes together with one of the issues of this study which is that the quality of
life of these forest peoples.
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Business and Management Review Vol. 3(10) pp. 17 26 August, 2014

ISSN: 2047 - 0398
Communities located in the Amazon rainforest have low income, and depending on their way of living, are
considered poor, since they do not have the infrastructure that there is in the cities, but it is known that the
improvement of living conditions depends on physiological, social, environmental, economic, and cultural
characteristics (Kerstenetzky, 2000). Martinez, (2011) through Sens studied (2000), has point out that the
greatest desire of the people is to be able to enjoy a "good life", but this intent must be driven by economic
policy aiming at the welfare that provides social opportunities to individuals so that they can draw their own
destiny and still help each other. In this perspective, collective organizations emerge, based on cooperative
relations, partnerships, and solidarity to overcome difficulties in the Amazonian communities.
In this context, the approach to cooperation between agents, is rising in the current times of humanity, due to
social differences, problems related to unemployment, exclusion, poverty, exploitation, among others (Coutinho
et.al., 2005). Cooperation appears to overcome these problems, enabling people to get job opportunities and
income from the organization in associations, consolidated and strengthened cooperative ties by partnerships
with groups and organizations, supported by institutions.
From this approach, it is able to resort to Macromarketing, which is defined as a socio-economic process, which
for McCarthy (1978) means driving economic flow of goods and services from producers to consumers, to
ensure the achievement of social objectives in short and long term.
Moving forward, Kilbourne (2004) has proposed a model to study the conditions which propitiates to society a
sustainable, equitable, and democratic rowth, presenting a set of variables and an investigation framework as a
process to achieve different social impacts. The authors proposal includes as premise the analysis of quality of
life, environment and substantive freedoms, consisting of a condition for the development of a society, adding
the political, cultural variables and conceptual relationship. To this end, it was formulated to following research
question: How can expanded Macromarketing model be applied in community-based organizations in the
Amazon?
The research aimed to understand the development in a community-based organization from the application of
Expanded Macromarketing model proposed by Kilbourne (2004) in order to know the elements that lead to the
development from good environmental practices. Good environmental practices in the context of the research
are related to the production considering the natural boundaries, as well as questions that refer to the proper
handling and use of land from techniques that involve "environment-friendly" process with future concerns with
the ground and with the human generations and social and economic inclusion.
The application was made from a qualitative and exploratory-descriptive research, conducted through
observations and semi-structured interviews using the Expanded Macromarketing model, to the communitybased producers from Reca association.
The Condensed Intercropped Economic Reforestation Project - Reca, is an association of small producers
located in the district of Nova California, in the city of Porto Velho - RO and began in the 1980s by the initiative
of a group of people looking for better living conditions and development in the region. The project began with
the formation of partnerships among producers, first, and later with supportive organizations which were crucial
for the experience of the community to succeed in Amazonia.
Reca managing organization is subdivided into 11 (eleven) organized groups with leaders and coordinators who
represent them and take charge of the organization and development of the work of task forces, group meetings,
brotherhood, execution and supervision of projects, of constructions, purchases of vehicles, and representation
of the Project in external events. This organization has its own management methodology, developed from the
cooperation and participatory responsibility and exploit Agroforestry Systems (SAFs).
In the composition of the total interviewees there are 03 (three) respondents for Reca organization, 02 (two)
representatives of technician team, and 56 producers regardless whether they are leaders/coordinators or
founders.
Beyond this present introduction the work has the following structure: Theoretical referential (section 2) that
approaches the following topics: Macromarketing and traditional expanded Macromarketing; Method (section
3); Results and discussions (section 4); conclusions (section 5); and references.
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2 THEORETICAL REFERENCES
2.1 The Macromarketing
With the emergence of activist school in the 1970s, Kotler (1972)and Hunt (1976) heralded the marketing
concept that would transcend the focus on the consumer to deal with broader social issues, applied both to
political means, charities and universities, as products (Miranda & Arruda, 2004).
The first works about marketing were developed until the mid-1970s, and Institutional school focused its studies
on the role of marketing by intermediaries and not on products or marketing functions, recognizing the
interdependent relationship between the sellers and buyers, introducing interactive perspective.
The concept emerged at the end of the 1970s, considering the systemic effects of marketing activities about the
societies as one, presenting the aims as describing aspects about the social welfare regarding to the change
systems (Shawer & Nickels, 1979); at that time, it was developed from several perspectives: Bartels and Jenkins
(1977), Mccarthy (1978), Slater (1978), White and Emery (1978), Shawer and Nickels (1979).
Thus, society has been enlarging the concepts in relation to the organizations, because an organization is above
all social, the enterprises are created because of people and for them it is the organizational purpose to make
their strong points effective and irrelevant their weaknesses, actually, this is the only reason whereby the
organization exists, i.e., for individuals to be able to achieve social, economic, and political aims (Paczkowski,
2003).
As a result of the growing interest of function and impact of marketing activities on social institutions and vice
versa, it features the emergence creation of Macromarketing schools. Miranda and Arruda (2004) thought the
development of Macromarketing reflected changes on the social and intellectual conditions of these institutions.
At the beginning of the 1980s, Fisk (1981) went forward making Macromarketing a subject directing efforts to
researches and developments inside communities.
Macromarketing School had a different position from the traditional ones, exploring the interactions between
environment, social-economic in enterprises and/or organizations. A specific way of thinking dealt with the
study as a system analysis model putting the role of marketing and enterprise as subsystems, and its growth and
maturation led to the identification of several sub disciplines (Cobra & Brezzo, 2010).
In the traditional Macromarketing model, the globalization is the starting point to reach development; Kilbourne
(2004, p. 123) has said that Macromarketing is a complex and multidimensional project which has economic,
financial, cultural, and environmental aspects which must be considered in the approach and from this point
he has proposed the Expanded Macromarketing, derived from Sens studies. However, has pointed out the
quality of life including health, education, feeding, satisfactory income, among others and has to be first studied
together with environment and substantive liberties.
The development is defined as the elimination of deprivation of liberty which limits peoples choices and
opportunities to thoughtfully exercise its agents condition (Oliveira, 2007; Sen, 2000). The development
process as liberty consists in individuals welfare, such as having social and economic conditions and the civil
rights (Sen, 2010). Therefore, the elements which compose the substantive liberties are considered as the
development essence, in the traditional model, including variables such as autonomy, justice, and cultural
integrity.
To Kilbourne (2004) raising substantive liberties is the aim of development; however Sen (2000) has considered
that income and wealth are not enough to achieve this aim, since these elements can get better without raising
substantive liberties.
Shawerand Nickels (1979) have said that when the aims are for description of aspects about social welfare,
regarding to the changing system, Macromarketing study approaches several perspectives, as it is defended by
author such as Hunt (1976), Bartels and Jenkins (1977), Nickels and Hill (1978), Mccarthy (1978), and Slater
(1978).
In this context, Meade and Nason (1991) have considered that Macromarketing develops itself according to a
unified theoretical construction, favoring the redirection to the conceptualization and research system.
More recently, Nason (2004)has justified the application of Macromarketing, pointing out its compatibility with
the nature of science systems, theory of systems, physical systems, closed or opened. Since Macromarketing
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emergence theorists have been placed as a challenge to the creation of theories which rightly incorporate the
volatile and subjective matters that involve the relationship between marketing and society (Santos, 2004).
Schmitz and Peres (2006) have highlighted that through an effective system of Macromarketing, it is possible to
generate economic development mainly of the least developed nations, since they need to escape from the cycle
of poverty, and it consists of a social process that directs the flow of economic goods and services from
producers to consumers, providing the approach of globalization and development for these companies.
2.2 Traditional and Expanded Macromarketing
To Sen (2000) the global capitalism is an inadequate approach to development, since its main focus is on the
economic market relations. In the traditional Macromarketing model, globalization is the starting point for
development to happen. However, on Kilbournes proposal (2004):
The assessment of globalization as a process should start with the assumption that it is more than mere
internationalization of marketing strategy or multinational marketing by big companies. It is a complex
and multidimensional project which has economic, financial, cultural , and environmental aspects
which must be considered in a Macromarketing approach. (p. 123).
Macromarketing approaches globalization to development, however, in the traditional model the desired results
with globalization and the market institutions (Figure 1) will not always achieve development, since it is
unstable. Kilbourne (2004) has described expanded Macromarketing as from Sens studies, establishing the
relationship between marketing and development, but visualizing development process by another point of view.
The expanded Macromarketing model (Figure 1) from Kilbourne (2004) suggests that quality of life is a set of
factors which includes: health, education, feeding, satisfactory income, consisting of the starting point for the
environment to get better and the achievement of substantive liberties, in consequence of the economic and
market development.
Macromarketing Traditional Model
Free Markets
Trade Liberalization
Privatization
Globalization
Development
Expanded Macromarketing Model

Quality of
Life
Quality of
Life
Environment
Development
Globalization
Free Markets
Trade Liberalization
Privatization
Environment
Substantive
Liberty
Substantive
Liberty
Figure 1: Development Model.

Source: Kilbourne (2004).
The development is defined by Oliveira (2007) as the elimination of deprivations of liberty which limits
peoples choices and opportunities to exercise thoughtfully their agents condition. Roelseret al. (2008) have
reiterated by saying that "The development process requires the removal of the main sources of deprivation of
liberty, because the present world denies elementary freedoms to a large number of people, perhaps even most
of them(p. 4).
Sen (2010) has argued that the process of development as freedom is above all the development of the welfare
of individuals, process that must be broadcast on liberty, such as having social and economic conditions,
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visualized in education and health services and civil rights, and the freedom to participate in discussions and
public inquiries. The same author has the perspective of freedom based on the concept of capacity, referring to
the set of real choice that individuals have. Substantive liberties are therefore considered as the essence of
development, according to the traditional model, life quality or substantive liberty must be totally evolved from
the beginning of the development process, with variables such as autonomy, justice, and cultural integrity.
Kilbourne (2004) has argued that the increase of substantive liberties is the objective of development and if
Sens argument is that income and wealth, by themselves, are insufficient to achieve this goal, it may next
increase without increasing substantive liberties.
Thus, in the process of formulating the traditional macromarketing, the construction of life quality, environment
and substantial freedom is viewed by Kilbourne (2004) as truncated, as it has a limited view of development. In
the expanded model, from this author, the starting conditions, Quality of Lifei, environment, and substantive
libertyi must be known but they mustnt be necessary totally evolved since the beginning of the development
process, because they directly affect the development model which can be appropriated to the situation. Quality
of Life i+1 must be bigger than Quality of Lifei, occurring an evolution and improvement in quality of life but
worrying about the starting point.
Consequently, when markets develop they lead to greater development, quality of life , environment, and
substantive liberty should appear at the end of the process, not just at the beginning, then the result is fed back to
the initial conditions increasing the potential to lead to further development, thus, the process is continuous and
self-reinforcing (Kilbourne, 2004).
3 METHOD
The Condensed Intercropped Economic Reforestation Project Reca, is an association of small producers
situated in the district of Nova California, municipality of Porto Velho/RO e it was created in 1980 by the
initiative of a small group of people that was looking for better life conditions and the development of the
region. The project began when partnerships were created firstly among the producers and next with supportive
organizations which were of great importance for the community experience to be successful in Amazon.
Its an organization of community basis, approximately composed by 360 producers, organized into 11 (eleven)
groups with leaders and coordinators (two leaders and one coordinator in each group) who represent them and
are charged to organize and develop the joint effort works, group meetings, get togethers, execution and
supervision of projects, constructions, acquisition of cars and representation of the project in external events.
This organization has a self-management methodology, developed from the participatory cooperation and
responsibility and explore the Agroforestry System (SAFs).
The survey application occurred from a qualitative and descriptive-exploratory approach, through a case study
using observations and semi-structured interviews having as a basis the Expanded Macromarketing model
(Kibourne, 2004). For data collection is was used the semi-structured interview itinerary which permitted
explore the main topic better and the reach of the objective proposed.
Three representatives of the organization, 02 representatives from the technician team and 56 producers
participated on this present survey, independently it they were leaders or coordinators or founding partners, held
in December 2013, and after that data were compiled by content analysis method.
3 RESULTS AND DISCUSSIONS
The data of this research are discoursed below in order to represent the proposal expanded Macromarketing
model advocated by Kilbourne (2004), particularly as regards the set of factors that propitiate the development:
Quality of life, environment, and substantive liberties (not necessarily in that order).
In total surveyed, including managers, technicians, and producers associated with Reca represented by
producers, leaders / coordinators, and founders, there is a predominance of males.
It is necessary to note the predominance of females in management of Reca, with 60%. When asked about the
participation of women in the composition of the board and the organization itself, one of the organization
respondents manifested saying: "here, the participation of women is encouraged at all here, you can see that
here in the administration they are almost all women "- this is fact.
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But when it comes to producers / members, although women's participation to be effective, understood and
respected by all and really being encouraged, this still participates informally in the overall composition. The
producer of the fact that formally presents when it comes to production representative before the Reca, are men,
with 78.57% of the total.
The incomplete primary education is predominant, whereas 64% of respondents have only such education;
complete basic education is presented as the second best result with 13.33% and higher education with the
lowest percentage, with 4% of the total.
According to data about education in Brazil (IBGE, 2011) the level of illiteracy in Rondnia, reaches 9.7%, and
according to the OCDE report published in 2009, in Brazil, only 10% complete higher education. Among those
surveyed in Reca organization it hasnt been found any that are fitted as illiterate and the average of the ones
who have higher education is 4%, at the time, despite being low, it might not be considered alarming
considering the conditions in the region where they are.
According to the opinion of one of the managers for a better qualification it needs great education, however, the
organization has tried to overcome this deficiency, through partnerships with institutions such as EMBRAPA,
Emater, and other partners such as Natura. Consultancies for management and when it is needed they hire
technicians to support them; training, so far, has not been a limiting factor for power, or may not have a position
within the Reca provided in the statute and the lack of it has been met while seeking to cure it by qualifying
children of producers.
As the survival and success of associations and cooperatives of production, Kohler et al. (2011) have conducted
a survey to get the reason of failure of a cooperative of the same branch of activity that Reca, and concluded that
among the factors of failure it is included the lack of relevant actors in the system of multi connected networks
in the region", origin and scattering of houses, strong political involvement, the absence of a competent
executive staff, social structure that emphasizes interpersonal relationships and clientelism, among others.
Reca currently works as interconnected cooperative and association, even though most of the members still
think that the association and the cooperative are the same thing and those who make the distinction emphasize
that the cooperative takes care of the commercial part and the social association.
In the issue about the soil, the majority of producers, 84%, make soil amendment because they believe that this
practice positively influences productivity, and 16% consider that there is no need but no one said that would
never do it.
As for pesticides used during the cultivation, 58.67% that have started to use them, most of which come from
the use of natural pesticides from tobacco, cow urine, existing, however, a small group of three manufacturers
lies in transition between the dominant philosophy in Reca - environmentally friendly and traditional. Among
the products grown and processed by Reca Chestnut and acai are extracted, being 90% still native, Copaiba,
Andiroba, and bacaba. They are cultivated in agroforestry systems, finding greater frequency, volume of
planting and marketing: cupuau, chestnut, aa, peach palm palmetto and seeds which are certified and araaboi and acerola. The non-timber forest products (NTFPs), both extracted as cultivated are purchased and the
associated producers benefited by Reca and about these after benefit producers and sellers also receive
adjustments (adding value) in proportion to production.
One of the guidelines to associated people is the diversification, even as a way of maintaining the livelihood and
quality of life. In between seasons, it is also cultivated by the members: watermelon, coffee, dairy and cut, flour,
beans, cassava, banana and seedlings.
In Reca management is integrated and works according to the producer, and this, has the resources from Reca
itself, so to the extent that the projects were and still are deployed will be acquiring resources to support
production and placing them available to producers in their daily activities.
Due to the production method adopted, most of the work performed during cultivation is manual. According to
the survey, not all producers reminded of the existence of property and equipment at their disposal. Currently
the main equipment and facilities belong to Reca, but which are available to producers for their daily activities
are: utility cars with bodies, industries for processing of PFNMs, pruning hooks, trimmers, tractors to
harvesting, and railing accessories.
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As for the use of water during the growing, reports point to the irrigation of rambut, there were demonstrations
in other crops that the forest conserves moisture with no need for that.
As to the production system is adopted in Reca, the Agroforestry System - SAF in more than 95 % of the areas
and it has generated many benefits, as may be seen later in the analysis of detailed research.
Regarding the access to raw materials, no reports of difficulties in this sense, related to foraging or the SAF have
been found. In Reca, until then, no surplus production , by contrast , is seeking to increase the production
volume to enable the supply of most goods to the final consumer , in specific to these formats . The plantations
are mostly in demand function (contracts) and there is no dependence on hand specific work , and when there
are situations that require some kind of specific knowledge , difficulties have been remedied by the partnerships
already established .
The technical support provided to farmers is most by the Recas own team, and technical support for
partnerships, especially with Emater and EMBRAPA.
As regards monitoring the production model by the customer, this has been done by some customers who have
contracts for the purchase of products from Reca , by sampling the properties, mainly to verify if there is no
employment of slave labor and employment of hand labor Kids as well as for monitoring in order to verify that
it is environmentally friendly cultivated and industrialized, and the correct means of production are respected, as
there is also an effective monitoring certifying bodies.
Climatic factors were not identified as complicating factors. The reports that appear are referring to lack of rains
that can disrupt mainly the production of cupuau. A fact which is worth it to mention is that there were several
reports that production SAF is a facilitator and causes climate change to be less damageable to the forest by
keeping moisture and the climate needed for cultivation.
According to the data collected in the survey, there are several procedures envisioning larger income, such as
procedures for registration of jams and jellies from PFNMs, manufactured by women producers , and are
working on procedures and acquire machinery for the pulp supply to the final consumer , local and national , as
they already provide the palm of peach palm, it was also perceived innovation process occurring mainly in soil
and plant management: The organic manure , use concealer to soil and organic pesticides and irrigation for
growing rambut; the reuse of waste, use of nut pie and cupuau as natural fertilizer - already using , and Brazil
nut and cupuau for animal feed - research test; the bottling process: Acquisition of machinery to expedite the
processing oil of andiroba , new factory for cupuau and brown and machinery for processing and better quality
of aa and equipment to enable the provision of chestnut in natura by using vacuum.
The formal system of communication used in Recais meetings that take place monthly in groups, where the
coordinators and leaders who have both functions articulators pass on information to discuss interesting topics
for everyone, including informative. This can be confirmed by the responses, where 84% of respondents said
that the meeting is the communication mechanism; those who have responded with other mechanisms it is not
because they denied the meetings but because they understand that there are other mechanisms, such as field
day, task forces, etc..
As the ability of financial support, in general, today, the producers of Reca have financial autonomy and their
own conditions to effect loans and financing from the granting agencies. However, there is the recognition that
from the beginning and when necessary, until today, the Reca has acted as the guarantor.
Currently the most common method is the financing of projects arising from institutional partnerships for
deployment or implementation of certain areas that benefit stakeholders in that order. The deployment projects
areas are usually funded by international bodies and agencies of the federal government where the form of
accountability is to prove the full and correct application of the resource. Already with bank institutions such as
Banco da Amaznia.
Something noticed during field research is the concern of associated people from Reca (surveyed) to maintain
the production philosophy or pass onto future generations. This is happening through registration in the
preparation of the book "Reca - Our Way of Walking", through lectures in schools, and especially in family
involvement both in cultivation in field day activities, and in the activities management.
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The control and coordination of systems in Reca are maintained by the management model adopted since the
beginning, where the coordinators and leaders make the link between producers and Reca for a shared /
integrated management between Reca versus producer and producer versus Reca. The insertion in the market is
part of the strategic planning that has been put in place, where up to the next five years the production will have
increased for beyond the fulfillment of contracts to expand the market, especially for marketing and retailing.
The Joint SAF with extraction, occurred earlier for legal (need for reforestation), however, according to data
found in the research it was gradually realized that the replanting of native species along with species that are
adapted to regional conditions would have better production and better working environment. A fact that was
remembered by one of the founders is to work in the shadow, in Amazon, it is less tiring, considering the heat
and blazing sun all day in the region. Moreover, in the opinion of the producers surveyed, since combining the
species, so there is no dispute in the same soil nutrients, the forest provides better conditions for higher
production and better use of the property with lower maintenance costs.
Regarding gender equality during the research it was not realized any situation that favors or makes distinction
between male and female, instead the Statute of Reca organization, in Article 19, Paragraph "m" requires that
for the composition of the groups it is needed at least one woman. However, despite the participation of women
in routine meetings of groups and their involvement in activities involving producers in everyday life, this does
not manifest itself as a partner, ie, the husband is the head of household and the associated.
Overall, it was said by respondents that they have all the same rights and from the participation of women
especially in the organization, there were significant improvements as regards quality.
Family involvement is one of the concerns inherent in the philosophy of Reca. This involvement is seen as a
way to keep productive, going passing the knowledge model as well as in the understanding of some
respondents, actas a mechanism to prevent the rural exodus, and it occurs naturally in the group meetings and
other activities involving the producer.
As for the skills and competencies required of a Reca producer, according to respondents, it is something
satisfying, since the organization has been "offered everything" from how to plant, grow, recover waste, as well
as managing production. There has also been training geared towards women, as courses to teach making sweet,
savory, use of food, etc.. Also, there has been offered specific courses to the members of the coordinating board
and courses, as well as facing the institution's management area.
The equitability has been a concern since the beginning of the activities of Reca, who also brings in its mission
the goal of contributing to a more humane and just society. The data found in the research will meet these
concerns, especially the equitable treatment projects and giving priority to the neediest; it is the case of a
running project in partnership with Caixa Econmica Federal to build houses for producers and worries about
education for the children of farmers and better quality of life.
Regarding partnerships, Since the beginning Reca has been supported by the government and private
partnerships according to the data obtained. Earlier the first major project that basically made Reca to emerge,
was a partnership with a private organization that invested resources for the implementation of the first SAFs
boosted by a bishop of the Catholic Church. In the course of its activities, along its almost 25 years of existence,
other partnerships have emerged, for example, with bodies facing research, such as: IMPA, EMBRAPA, Emater
Research Group, Federal University of Acre - UFAC, government agencies such as IBAMA, Ministry of
Environment, Idaron, School Family Farm - EFA private partnerships such as Natura, GTZ, Amazon Working
Group - GTA, Friends of the Earth, among others. Today, perhaps the most important partnershipis with
Natura, EMBRAPA, Emater, GTZ, UFAC, and EFA.
In the region where Reca associated people are inserted in (Amazon), they receive higher incomes than the rest
of the country.
By reports found during the search, the results show that from RECA members now have a new way of living.
At first there were producers who stood for years without seeing money because they used to live with what
they planted and they had no one to sell it to.
Today, the Reca purchases the entire production and compensates producers fairly, thus everyone has access to
education, health, media houses with own transport and energy and access to information. Those who do not
own their own homes are being benefited with a specific project for construction of houses and through Reca
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and support of a customer's Reca, it was managed to deploy and operate a school with the appropriate field
philosophy (pedagogy alternation), where children study and producers remain with their families, thereby
avoiding the rural exodus.
In this context, it was asked, how they have noticed the changes in the quality of the producers life. About this
it was obtained the following contributions from the managers and technicians:
Several ways. Children education, acquisition of means of transportation,
house, etc. (Organizations manager, 2013);
We have observed better houses, cars, electric energy for all, more education
for all, houses. (Manager, 2013);
They are living better. Children have school (EFA) we founded for our
children. Most have means of transportation and those who do not have
homes (good) achieved or are building your home, we've partnered with CEF
in the "my house my life" and are building 30 houses for those who had not.
If you get someone outside that leads, we present new design and we build
more. (Manager, 2013);
Having a quality of life I understand as being well, it is to be well
economically, have better conditions, but also in a healthy and clean
environment (Technician, 2013).
Together with the groups of producers it was also found contributions as to the perception of better quality of
life, according to the following statements:
Yes. Seeking for better things, construction of houses, resources for the
production, it all makes quality of life better of producers (Leader, 2013);
Because it has social and economic righteousness. It has better quality of
life, both social, economic as well as environmental (Producer, 2013)
Another difference which Reca has beyond the integrated participatory management is that while several
organizations battle to put their products in the market, Reca has insufficient production; all that is to produce
as its place guaranteed in the market.
4 CONCLUSIONS
The results found let us say that a development process happened as liberty and it was noticed by the producers
welfare, availability of resources for health care, quality of food, and differentiated income.
The fact that they are feeling part of the organization adds value to the products that are negotiated with big
companies. Talking about the environment, besides the SAF production, producers were being enabled to
produce without pesticides and / or use natural pesticides.
Another fact is the care adopted during processing and disposal of waste, which is turned into fertilizer and
animal feed; they feel socially embedded, since many rely on partnerships provided by local and regional bodies
because of the impact provided and the value generation and income in the region where they are installed.
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