Meat chain perception of quality seals

Abstract

A symmetrical flow of information in the production chain can be an effective strategy both for meeting consumer needs and for correctly disseminating information about quality seals. This study had two main objectives: (1) to analyze the level of knowledge of the different links in the meat production chain about quality seals and their degree of implementation in Brazil, and (2) to evaluate the perception of these agents regarding the importance of seals and the uniformity of understanding among them. The exploratory research was carried out in Brazil, with the participation of five links in the meat chain (n = 238): institutional administrations, meatpackers and boning houses, hotels and restaurants, producers and supermarkets. The results show that the links disagree with the idea that quality seals are only of interest to the consumer, agreeing that these seals help organize the sector, add value to the product, facilitate exports, ensure greater control, benefit intermediaries and increase the producer's income. It can be concluded that although the five links demonstrate knowledge of quality seals, there are variations in their understanding of their implementation. The perceptions indicate a high degree of uniformity among the agents in recognizing the importance of seals within the production system.