O DESIGN NA VALORIZAÇÃO DO TERRITÓRIO ATRAVÉS DOS PRODUTOS DA AGROBIODIVERSIDADE (original) (raw)

This paper discusses the role of design in the valorization of the territory through the products of agrobiodiversity. It focuses on understanding and visualizing the value chain in practice of bivalves, with a special focus on oysters, from the Ria de Aveiro. These products have come to occupy a prominent place in international markets, but they lack a balanced distribution of value along their chain, resulting in a local value deficit. The objective is to present a systemic approach on this intrinsic value existing in agrobiodiversity products in this territory. Based on the analysis of data resulting from a cross-case study, we identified actors involved in economic activities of a traditional nature in the estuary, showing signs of the complexity and diversity of their systems network, and presented a framework that allows us, for a to give visibility to this reality and on the other, to make an approximation to the cultural and emotional value associated with this type of activities in this territory, which indicate a value of quality. From this approximation, the feasibility of extending the values of this territory in the moment and / or experience of the final consumer is analyzed, giving account for the competence of the Design as a strategic tool in the aggregation of value to the value chain itself, of agrobiodiversity products, in a perspective of valuation of the territory.