72º RELATÓRIO ANUAL

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The Center for Sustainability Studies (GVces),
part of FGV’s Sao Paulo School of Business
Administration (EAESP), is a leader in the
development of strategies, policies and tools for
public and private sustainability management, on
both a national and international scale.
In 2016, one of the main initiatives carried out
by GVces was the “Bota na Mesa” (“Put it on
the Table”) project. Developed in partnership
with Citi and sponsored by the Citi Foundation,
this project arose from the conviction that it is
possible to harmonize the practices and demands
of food buyers, consumers and producers through
training, communication and the provision of
space for dialogue. The aim is to include small
farmers in these chains in a fairer manner.
The concentrated demand for food in large urban
centers promotes the economy of surrounding
regions and has the potential to generate
innovation and entrepreneurship in the field.
However, between production and consumption,
there is an extensive and complex chain of
intermediaries, which does not always favor or
value small farmers.
In this context, GVces’ aim is to mobilize the food
chaininlargeurbancenters,soastoformanetwork
that permits the inclusion of family farmers,
promoting competitive equality, environmental
conservation, food security, and nutritional safety.
The idea is to bring together players to generate
higher-quality negotiation processes.
The project’s first cycle, begun in the second
half of 2015, focused its activities on fruit
and vegetable producers in Greater Sao Paulo
and surrounding municipalities. The first step
was to select the producer associations and
cooperatives to participate in the project. After
this, a diagnosis was produced for each of the
organizations. Following this stage, intensive
training was initiated in order to construct action
plans for accessing desired channels.
In 2017, the project team will concentrate on
helping organizations implement their action
plans, coordinating with the market and
aiming, by the end of the year, to have achieved
expanded sales for these organizations and fairer
commercial practices.
Through this project, GVces seeks to contribute to
social development, through an expanded vision
of the context, raising the profile of initiatives
under way and promoting spaces for collective
construction based on the identification of
bottlenecks and opportunities for synergies.
The project website is available, in Portuguese, at