Abstract

The lack of sustainability of many rural enterprises has caused a shift from the rural producer that has increasingly used management tools in their activity. Adding value is presented as an interesting strategy for farmers to increase profitability and reach new markets. This strategy can be implemented through the classification of products according to an established norm, use of appropriate packaging, manufacturing production and development of the brand product. It was found that adding value to agricultural products is a very interesting alternative for the development of new markets and thereby making the berries attractive both in price and quality. The overall objective is to identify and evaluate potential markets for berries. The activity of orcharding can generate jobs both direct and indirect, because the municipalities have a climate conducive to the cultivation of berries. Is it possible to invest in the production of berries adding value to identify new niche market? Thus, the need to do a search in the region covered by the campos de Cima da Serra and see how many producers are involved in this activity was identified. Based on data collected, new markets will be explored for these berries producers.

Key words: Berries, adding value, marketing, new market niches.