Mudança institucional na vitivinicultura da campanha gaúcha: uma análise a partir da associação vinhos da campanha

Abstract

This dissertation aimed to analyze the process of institutional change in the vitiviniculture of Campanha Gaúcha, from the formation of the Associação Vinhos da Campanha, through the institutional theory of Douglass North. Methodologically, this is a qualitative, descriptive research, carried out through a case study, by means of documents, semi-structured interviews, and direct observation, using Content Analysis. Studying the trajectory of the vitiviniculture and the association in the region, the results obtained were the verification of an active association, with members with a strong associative culture, originated by the work of Sebrae and Embrapa in the structuring of a successful productive arrangement. Also, with an economic culture based on the diversification and intercropping of crops, on the differentiation of products, with the addition of value ̶ both through processing and tourism ̶ and based on technology and research. The historical-political context made possible the creation of a set of formal restrictions (laws and norms) very favorable to the winegrowers of the region. However, the expansion of soy in the state, due to the advantageous market prices, along with a negligent use of 2,4-D based pesticides by soy growers, started to cause damage to vineyards and other sensitive crops, generating losses and a consequent informal restriction (collective idea transmitted socially that prohibits the practice of an activity). If this restriction is maintained, it will propitiate the maintenance of an economy based on the export of commodities, instead of stimulating cultures that allow diversification, differentiation, greater added value, profitability, and a more sustainable and inclusive development. As a consequence of all these restrictions, the following institutional changes occurred in the vitivinicultura of Campanha Gaúcha: from 1976 to 2000, the change in the traditional productive matrix (livestock and grains), inserting vitiviniculture in the region; in 2011, the approval and beginning of the operation of the Bachelor's Degree Course in Enology at Unipampa; from 2018, the paralysis of investments in the implementation of new vineyards, by the continued use of 2,4-D, even though the demand for wines from the region has increased; in 2020, the granting of the Indication of Origin Campanha Gaúcha by the INPI, which allowed the annual evaluation of wines submitted to the Regulatory Board of Geographical Indication for use of the seal of Indication of Origin Campanha Gaúcha; and in 2021, the launching of the tourist route of Campanha Gaúcha Wines. In view of these results, one can conclude that the public policies created, through the formal restrictions identified, were right and are generating the development of the activity and of the region, with good quality products; that the informal restriction related to the negligent use of pesticides based on 2,4-D, which caused the paralysis of the implantation of new vineyards by producers in the region, is an adversity to be overcome through the continuity of collective actions that the association has already been developing; and that the other institutional changes that occurred in the vitivinicultura of Campanha Gaúcha are beneficial to society, the economy, the market and the development of the region, being conquered by the collective actions of the association, in accordance with its social purposes, together with several public and private entities.