Marketing as a performance
Some 30 years ago, eminent anthropologist Paul Richards described the practices of smallholder farmers as a type of performance, similar to theatre or a musical act. Farmers acquire skills and competence through practice, rehearsal and improvisation. I have recently learned that the same applies to the marketing of farm produce.
Title of publication: Access Agriculture Blog
Author: Paul Van Mele
Other authors: Access Agriculture
Organization: Access Agriculture
Year: 2022
Country/ies: Ecuador
Geographical coverage: Latin America and the Caribbean
Type: Blog article
Full text available at: https://www.accessagriculture.org/blogs/marketing-performance
Content language: English