The importance of local producers for microbreweries in Campos do Jordão (SP): a case study

Abstract

The present research aims to understand the role of local food producers in the development of new products by microbreweries in the city of Campos do Jordão (SP). A literature review was conducted to provide insights into the historical and market context of beer in Brazil and the importance of relational aspects in the food industry. Additionally, a single case study was carried out with the microbrewery Gard, located in Campos do Jordão. The results indicate that the company employs a product differentiation strategy and increasingly relies on inputs from local food producers to create products with distinct characteristics from those traditionally marketed. Furthermore, the microbrewery is mindful of ensuring that local partners also derive benefits and gains from the collaboration. This research underscores the strategic importance of local producers for microbreweries, contributing value to products, fostering innovations, and facilitating mutual gains in the food sector.