THE IMPORTANCE OF THE LARGEST PUBLIC SUPPLY CENTER IN THE FRUITS AND VEGETABLES CHAIN IN THE BRAZILIAN PRODUCTION SYSTEM: AN ANALYSIS USING THE BUSINESS MODEL CANVAS

Abstract

Brazil is the third largest fruit producer in the world, with about 45 million tons per year. An important piece in this production chain is the Supply Centers, as a large part of the sale of vegetables, fruits and flowers in Brazil has been carried out through the Supply Centers. The purpose of this article is to present the importance of the fruit and vegetable production chain in Brazil and to analyze the value proposition of the largest supply center through the Canvas Business Model. This work can be classified as exploratory research of a qualitative nature. Exploratory research aims to provide greater familiarity with the problem, with a view to making it more explicit. The case study methodology is adopted because it is appropriate for such exploratory research. Based on the results and analysis it was verified that CEAGESP SP is the largest distribution center in Brazil, its main function is to facilitate the commercialization, distribution and storage of horticultural products, guaranteeing in a sustainable way the adequate and necessary infrastructure so that merchants to carry out their activities with guaranteed security.