Producing apples, building senses: genesis of pomiculture in southern Brazil

Abstract

In the light of the Economic Sociology, in this article we analyze aspects of the genesis of the Brazilian apples industry in the footsteps of the Frey Family. We argue that the economic activities developed by the Frey contributed decisively not only to the emergence of the city of Fraiburgo (SC) but also to the development pf modern Brazilian pomiculture. Far from the idea of the spontaneous movement of the markets, we show how the position of an agente reconfigures the field by reconverting other agents and taking advantage of a window of opportunity of the law to encourage reforestation that becomes part of the universe of possibilities. We followed Willy Frey’s social and professional trajectory by pointing out his ability to mobilize a network of relationships that allowed him to obtain – both directly and through broker’s action – favorable State interventions and resources that were essential to the establishment of large orchards in Fraiburgo and, consequently, the conversion of the Southern region into the first e main pole producing apple in Brazil.