Market analysis of family farming dairy products: prospects for sustainability through a case study in the Pampas region

Abstract

In the Cuenca Lechera Abasto Sur there are small dairy farms that supply the region with fresh milk and other dairy products, although they face challenges in accessing broader markets. Specifically, the Amanecer Organizado cooperative is located in Magdalena and Punta Indio districts, and was with this cooperative with which a market research process was carried out. A participatory approach was adopted combining literature review, participant observation, face-to-face consumer surveys and semi-structured interviews with traders. These methods were further complemented by workshops for exchange, feedback and validation of results. The main findings show a high willingness among consumers to purchase the cooperative’s products, but weak brand positioning. The importance of adapting this type of methodology for the family farming sector is highlighted, as it enables the reorientation of strategic decisions by integrating technical knowledge with local know-how. This, in turn, contributes to the sustainability of small-scale family dairy farming in the Pampas region. Finally, the conclusions offer reflections that invite further consideration of potential pathways toward the sustainability of the sector and the families involved in it.