Abstract
Environmental protection that enhances the resilience of rural landscapes depends ultimately on farmers’ decisions. Enforcing environmental law is essential to maintain the ecological functionality within watersheds but represents high costs particularly for family farmers in rural Rio de Janeiro state, who are embedded in a highly competitive rural-urban context. The RIO RURAL program simultaneously addresses environmental sustainability at the micro-watershed level and competitive employment in the family farming sector. The program seeks incentives for more sustainable land use for family farmers. The INTECRAL project has identified pathways for incentives giving a marketable value to the environmental achievements of more sustainable landscapes provided by small-scale farmers. Several international trends for marketing eco-friendly farm products were identified and reviewed in terms of suitability for the local conditions of production, markets, and institutional environments. These trends refer to payment for ecosystem services (PES) for eco-friendly traditional farming as well as regional sustainability labels, including organic farming and carbon mitigation initiatives to appease consumers’ conscience. The willingness to participate was identified for family farmers. RIO RURAL program plays a central role to introduce PES in potential marketing strategies and to facilitate label introduction based on already implemented control mechanisms at low costs for producers.
Resumo (Português) Estratégias Regionais de Mercado para Produção Sustentável no Estado do Rio de Janeiro
Medidas de proteção ambiental para promover a resiliência das paisagens rurais dependem em última instância dos agricultores. A legislação ambiental exerce um papel essencial na manutenção da funcionalidade ecológica nas Bacias Hidrográficas. No entanto, esta legislação representa um alto custo para os produtores familiares do Estado do Rio de Janeiro, os quais estão imersos num contexto rural-urbano altamente competitivo. O programa RIO RURAL aborda tanto a sustentabilidade ambiental ao nível de microbacias, quanto o emprego qualificado no setor da agricultura familiar. O programa busca promover incentivos para o manejo sustentável da terra pelos agricultores familiares. O projeto INTECRAL identificou alguns mecanismos de incentivo que agregam valor comercial às práticas adotadas pelos pequenos produtores na construção de paisagens sustentáveis. Foram identificadas diversas tendências internacionais de comercialização de produtos agrícolas ecológicos que consideravam as condições locais de produção, o mercado e o ambiente institucional. Estas tendências se inserem no âmbito do pagamento de serviços ecossistêmicos (PSE), para fomentar os rótulos de sustentabilidade, que incluem a agricultura orgânica e a captura de carbono. Identificou-se adesão dos agricultores rurais. O programa RIO RURAL exerce um papel importante na introdução do PSE no âmbito das estratégias de mercado e poderia viabilizar marcas baseadas em mecanismos de controle de baixo custo já implementadas pelos produtores.
Resumen (Español) Estrategias Regionales de Mercado para Producción Sostenible en el Estado de Río de Janeiro
Medidas de protección ambiental para promover la resiliencia de los paisajes rurales dependen en última instancia de los agricultores. La legislación ambiental es esencial para mantener la funcionalidad ecológica de las cuencas hidrográficas, pero representa altos costos para los agricultores familiares del estado de Río de Janeiro, quienes están inmersos en un contexto rural-urbano altamente competitivo. El Programa RIO RURAL aborda simultáneamente la sostenibilidad ambiental a nivel de microcuenca y el empleo competitivo en el sector agropecuario familiar. El programa busca proporcionar incentivos para el manejo sostenible de la tierra por parte de los agricultores familiares. El proyecto INTECRAL, identificó algunos mecanismos que dan valor comercializable a practicas ambientales adoptadas por pequeños productores en la consecución de paisajes más sostenibles. Se identificaron diversas tendencias internacionales de comercialización de productos agrícolas ecológicos que consideran las condiciones locales de producción, mercado y entorno institucional. Estas tendencias se refieren a esquemas de pago por servicios ecosistémicos (PSE) y a marcas regionales de sostenibilidad, incluyendo la agricultura orgánica e iniciativas de mitigación de carbono. Se identificó la voluntad de participación por parte de los agricultores familiares. El Programa RIO RURAL juega un papel importante para la introducción de los PSE como estrategias potenciales de mercadeo y podría facilitar la introducción de marcas basadas en mecanismos de control implementados a bajo costo para los productores.
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Acknowledgments
The authors would like to thank the master student Maliya Phommasone for the information compiled in her semester project report and included in the analysis of local branding. Special thanks to Maria Luisa Espinel, Lorena Guzmán, Daniel Perozo, Pedro Rios, Edson Rodriguez, and Julia Suβmann for their contribution to the development of this chapter through their master thesis research performed within the BMBF-funded INTECRAL project.
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Noriega Gamarra, L.M., Raedig, C., Schlüter, S. (2019). Regional Marketing Strategies for Sustainable Production in Rio de Janeiro State. In: Nehren, U., Schlϋter, S., Raedig, C., Sattler, D., Hissa, H. (eds) Strategies and Tools for a Sustainable Rural Rio de Janeiro. Springer Series on Environmental Management. Springer, Cham. https://doi.org/10.1007/978-3-319-89644-1_30
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