Local players’ perceptions of geographical indications: a case study of pelotas sweets in southern Brazil

The adoption of a Geographical Indication (gi) represents, among other things, a way of innovation and market advantage. As only a few, relatively recent studies have investigated this topic in Brazil, this research aims to verify the historical, cultural and economic perceptions of consumers and producers involved in the production chain of Pelotas sweets in relation to the adoption of gi. The case study was investigated through field research with primary data collection from 138 consumers and three case studies with producers who participated in the 21st fenadoce fair, in the city of Pelotas-RS, between May 31st and June 2nd, 2013. The findings reveal that consumers identify the Pelotas gi with the region of Pelotas. Pelotas gi sweets are recognized by consumers thanks to their alluring appearance, smell, taste and texture. We conclude that consumers have become more convinced about consuming a product which maintains the characteristics of its original recipes and, more than anything, the unmistakable flavor of Pelotas sweets.