The aim of this paper is to investigate the transactions between European supermarkets and Brazilian fresh fruit producers and the structure of the Brazilian mango and grape value chain to Europe. The element pointed out in this paper is the characteristic of the distributor segment. There are indications that the structures of the retail sector affect the strategies of developing countries producers in global markets. In addition, the procurement strategies of the retail sector are different when compare the United Kingdom and Germany. The Global Value Chain and Transaction Costs Economy approaches were used as theoretical background. The method selected for this study was the multiple case studies which were made viable by means of semi-structured questionnaires conducted with mango and grape producer's agents in Brazil and with mango and grape imported agents located in the United Kingdom and Germany.
Fresh fruit; supplier's supermarket; transaction
