CHANNELS OF DISTRIBUTION OF BROWN SUGAR IN A PRODUCERS' ASSOCIATION

The Visconde de Rio Branco families are producing brown sugar because of their traditions, however they need to strengthen its distribution market. This research contribute with that purpose, being its principal objective the evaluation of different distribution forms of the brown sugar by the ARPRAM (Associacao Riobranquense de Produtores de Rapadura, Acucar Mascavo, Aguardente e Melado), identifying the principal attributes inherent, the facilities and difficulties, and in this way proposing alternatives to get a better efficiency of this process. This research was exploratory and descriptive in the methodological procedures, to reach that; the adopted techniques were the bibliographic research and the case study. Was interviewed the president of ARPRAM and 28 representatives of the wholesale and retail market. Finally, was possible to identify the current channels used in the distribution of this product and the requirement of each mediator. Basing on this information can be concluded that the principal distribution channels of brown sugar, used by the ARPRAM, are the mediators and the local small markets through direct sales. The principal approach to accept this product is the quality, the price, the colour, the deliver dependability and the available volume. And a possible threat for ARPRAM is the existence of great distributors in the market of wholesale section, forming their own production units, therefore the Association should strengthen to their associates' united work, the organization of its administration and the standardization of this product.