<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2730-5066</journal-id>
<journal-title><![CDATA[Agrociencia Uruguay]]></journal-title>
<abbrev-journal-title><![CDATA[Agrocienc. Urug.]]></abbrev-journal-title>
<issn>2730-5066</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Agronomía - Instituto de Nacional de Investigación Agropecuaria]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2730-50662024000101313</article-id>
<article-id pub-id-type="doi">10.31285/agro.28.1476</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Digitalization and alternative marketing channels in the Uruguayan fruit and vegetable chain: Perspectives from main actors]]></article-title>
<article-title xml:lang="es"><![CDATA[Digitalización y canales de comercialización alternativos en la cadena hortifrutícola uruguaya: Perspectivas de los principales actores]]></article-title>
<article-title xml:lang="pt"><![CDATA[Digitalização e canais comerciais alternativos na cadeia uruguaia de frutas e hortaliças: Perspectivas dos principais atores]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Marques Berrutti]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García Suárez]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de la República Facultad de Agronomía Departamento de Ciencias Sociales]]></institution>
<addr-line><![CDATA[Montevideo ]]></addr-line>
<country>Uruguay</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>28</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_arttext&amp;pid=S2730-50662024000101313&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_abstract&amp;pid=S2730-50662024000101313&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_pdf&amp;pid=S2730-50662024000101313&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: This study aims to delve into the potentials and difficulties of digitalization on the real commercial experience of some of the fundamental actors in the Uruguayan fruit and vegetable chain (producers, merchants, intermediaries, consumers, and private and public technicians). For that, these social actors and their projects were described and consulted in search of appreciations or points of view regarding technical innovations, barriers to commercialization, family labor, public policies, pressure for land use, and other complex problems. Through a &#8220;snowball sampling&#8221;, carrying out semi-structured questionnaires for more than 4 months from INIA Las Brujas, we obtained information mainly from actors in the south and some points in the northwest and east-central Uruguay. Opinions come from the complexity of people in their different roles, with the expected emergence of tensions and contradictions at different moments of the participatory-action research. We could appreciate that the Fourth and Fifth Industrial Revolution are having a significant impact in the Uruguayan fruit and vegetable chain. Digital technology is providing new tools for marketing such as: electronic commerce platforms, mobile applications, traceability and monitoring technologies for data analysis, etc. Support in this transformation comes both from private initiatives and public projects, some of which are outlined. We discuss some causes of digitalization disparities and some solutions, debating the role of each one of the represented actors and their possibilities of change.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Este estudio pretende profundizar en las potencialidades y las dificultades de la digitalización en la experiencia real de comercialización de los actores fundamentales de la cadena hortofrutícola uruguaya (productores, comerciantes, intermediarios, consumidores y trabajadores del sector público y privado). Para ello, se describieron y consultaron a estos actores y sus proyectos en busca de apreciaciones o puntos de vista sobre innovaciones técnicas, barreras a la comercialización, trabajo familiar, políticas públicas, presión por el uso de la tierra y otros problemas complejos. A través de un &#8220;muestreo en bola de nieve&#8221;, realizando cuestionarios semiestructurados durante más de 4 meses desde INIA Las Brujas, obtuvimos información principalmente de actores del sur y algunos puntos del noroeste y centro-este de Uruguay. Las opiniones surgen de la complejidad de las personas en sus diferentes roles, con la esperada aparición de tensiones y contradicciones en diferentes momentos de la investigación-acción participativa. Pudimos apreciar que la cuarta y quinta Revolución Industrial están teniendo un impacto significativo en la cadena hortifrutícola uruguaya. La tecnología digital está brindando nuevas herramientas para la comercialización de productos, como plataformas de comercio electrónico, aplicaciones móviles, tecnologías de trazabilidad y monitoreo para el análisis de datos, etcétera. El apoyo a esta transformación provino tanto de iniciativas privadas como de proyectos públicos, algunos de los cuales se reseñan. Discutimos algunas causas de las disparidades en la digitalización y algunas soluciones, debatiendo el papel de cada uno de los actores representados y sus posibilidades de cambio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: Esta pesquisa visa estudar com profundidade as potencialidades e dificuldades da digitalização na experiência real de comercialização dos atores fundamentais da cadeia de frutas e hortaliças uruguaia (produtores, comerciantes, intermediários, consumidores, trabalhadores dos setores público e privado). Para tanto, esses atores e seus projetos foram descritos e consultados em busca de apreciações ou pontos de vista sobre inovações técnicas, barreiras à comercialização, trabalho familiar, políticas públicas, pressão pelo uso da terra e outros problemas complexos. Através de uma &#8220;amostragem em bola de neve&#8221;, realizando questionários semiestruturados durante mais de 4 meses no INIA Las Brujas, obtivemos informações principalmente de atores do sul e de alguns pontos do noroeste e centro-leste do Uruguai. As opiniões surgem da complexidade das pessoas nos seus diferentes papéis, com o aparecimento esperado de tensões e contradições em diferentes momentos da investigação-ação participativa. Constatamos que a Quarta e a Quinta Revolução Industrial estão tendo um impacto significativo na cadeia de frutas e hortaliças uruguaia. A tecnologia digital está proporcionando novas ferramentas para a comercialização de produtos como plataformas de comércio eletrônico; aplicações móveis, tecnologias de rastreabilidade e monitoramento para análise de dados, etc. O apoio para esta transformação veio tanto de iniciativas privadas como de projetos públicos, alguns dos quais são descritos. Discutimos algumas causas das disparidades na digitalização e algumas soluções, debatendo o papel de cada um dos atores representados e suas possibilidades de mudança.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[digitalization]]></kwd>
<kwd lng="en"><![CDATA[family farming]]></kwd>
<kwd lng="en"><![CDATA[marketing channels]]></kwd>
<kwd lng="en"><![CDATA[participatory action]]></kwd>
<kwd lng="es"><![CDATA[digitalización]]></kwd>
<kwd lng="es"><![CDATA[hortifruticultura familiar]]></kwd>
<kwd lng="es"><![CDATA[canales de comercialización]]></kwd>
<kwd lng="es"><![CDATA[acción participativa]]></kwd>
<kwd lng="pt"><![CDATA[digitalização]]></kwd>
<kwd lng="pt"><![CDATA[agricultura familiar]]></kwd>
<kwd lng="pt"><![CDATA[canais comerciais]]></kwd>
<kwd lng="pt"><![CDATA[ação participativa]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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