Beekeeping developed by family farming in Rio Grande do Norte: an analysis of the interaction with markets

Abstract This article studies the logic of interaction between family farmers in Rio Grande do Norte, who dedicate themselves to beekeeping and different market types. This is qualitative research, from which data were obtained through interviews guided by a semi-structured script that considered market typologies: proximity, local and territorial, conventional, public and institutional. Ten participants took part in the interviews, the data were processed using NVivo® 11 software. The main market cited was the public/institutional one, highlighting the relevant role of public marketing policies. Middlemen occupy a contradictory role, since, at times, beekeepers respond to the need for rapid commercialization, even with lower financial returns, while for leaders, they pose a threat, weakening the associative logic. Nearby markets were not mentioned, although the productive and cultural profile of family farming suggests that this may constitute a unique form of interaction. The study highlights the importance of public policies in structuring this productive logic, which exhibits unique characteristics, as beekeepers are not guided by competitive strategies. Their marketing interactions fluctuate according to their immediate needs, the value placed on the associative process, and relationships with middlemen.