Desenvolvimento territorial e autenticidade: um estudo sobre a região da campanha gaúcha

Abstract

This study was carried out with the aim of analyzing and understanding the best practices by product and brand entrepreneurs with local specificities. It analyzed tools and strategies to leverage businesses based on concepts such as terroir, Geographical Indications, authenticity, counterpoint to the homogenization of consumption both in the gastronomic field and in local and rural tourism. Based on qualitative multimethods, a study was conducted based on the premises upon places that sell products and products that sell places and its consequences. Along the same lines, an in-depth study was developed at the region of Campanha Gaucha, in the State of Rio Grande do Sul, its characteristics, its terroir, its history and its potential as an authentic rural region. For the research, managers, agronomists, entrepreneurs in areas related to brands and local products such as specialty coffees, artisanal cheeses, fine wines and olive oil, as well as rural tourism entrepreneurs were interviewed. In-depth interviews, on-line research were conducted and field visits done. The results suggest that the Campanha Gaucha has in its DNA important characteristics such as authenticity, terroir of the Pampa Biome suitable for traditional cultures such as cattle raising and new ones such as viticulture and olive growing and the potential to become a relevant territorial brand nationwide with local products and brands. To complement the study, in order to make the results tangible, ways were sought to translate the region and the olive oil produced in the Campaign. Thus, a Storytelling tool is cited to illustrate the study and bottle up the Campanha Gaucha.