Information promotion about technologies and organic products in Embrapa Vegetables

Research with exploratory and descriptive character, with the purpose of verifying how information about technology and organic products, by Embrapa Vegetables, is used by certified producers of organic vegetables of Distrito Federal (DF). The case study included the employees of Embrapa Vegetables involved in the process of promoting this information and certified producers of organic vegetables in DF. Data collection was performed by documental analysis and semi-structured interviews with two researchers working on Project CDTORG, nine employees of the Communication and Business Area of Embrapa Vegetables and eighteen certificated producers of organic vegetables in DF. The interviews were transcribed and explored by content analysis. The process of dissemination of information on technologies and organic products is not focused on the ones receiving this information, because the studies were not carried out for identifying their needs and preferences. The producers of organic vegetables are experienced and well informed individuals who are aware of many problems in the process of disseminating this study.

Information promotion; Integrated marketing communication; Mix of marketing communication; Organic products; Organic producers; Embrapa Vegetables Distrito Federal Brazil