Nilo Serpa

Ivanir Costa

Oduvaldo Vendrametto
email: oduvaldov@uol.com.br

Pedro Luiz De Oliveira

Costa Neto
email: icosta11@live.com

Project and Work Organization in Solidarity Economy A rst Approach According to Production Engineering

Keywords: solidarity economy, production engeneering, environmental education, sustainability, cleaner production, organization

This article presents the possible contributions of Production Engineering to solidarity economy as regards projects and organization of work. The authors present logistics as the main channel of introduction to planning and organizing solidarity economy, seeking to show that the participation of Production Engineering leads to a breakage of some strains marked by neoliberalism, making evident the need of serious ecological concerns within the scope of the projects in that sector towards a cleaner production. The authors also point out the impossibility of development of solidarity economy programs without well mapped processes that include environmental impact evaluations and environmental education as pillars of sustainability in any development program.

Introduction

Solidarity economy is understood as a collaborative style of producing, selling, buying and exchanging goods that are necessary for daily life, including in all transations the sense of a fair trade. Solidarity enterprises are organized mainly in the form of cooperatives, associations, self-managed enterprises, cooperation networks and cooperative complexes. In the current world situation, solidarity economy is considered by many social scientists a global trend of income generation and reinterpretation of the concept of work. Kritikos and collaborators come even to assert that solidarity is "a matter of life or death" [START_REF] Kritikos | The Economics of Solidarity: A Conceptual Framework[END_REF]. In a certain sense, solidarity economy translates the advent of a new way of production, overcoming the capitalist mode and establishing some kind of post-capitalist relations with peculiar social traits. Contributions to the formation of the idea of solidarity economy were given by thoughts coming from a true melting pot of reections from socialists, utopian socialists, anarchists and Christians throughout the twentieth century. The transformative potential of solidarity economy and the balance of the principal theses about its reasons are pointed out by Gaiger in an elucidating work [START_REF] Gaiger | L'économie Solidaire au Brésil[END_REF].

The worldwide literature is generous with respect to the solidarity economy. Several papers discussed this subject in all aspects ( [START_REF] Fonseca | Seminario internacional -Instrumentos para el desarrollo económico y la protección social[END_REF], [START_REF]Trueque y economía solidaria[END_REF], [START_REF]Developments in Solidarity Economy in Asia[END_REF], [START_REF] Kritikos | The Economics of Solidarity: A Conceptual Framework[END_REF], [START_REF] Peeters | The Place of Social Work in Sustainable Development: Towards Ecosocial Practice[END_REF], [12]). In some contexts the term "social economy" is considered a synonym of solidarity economy and the authors also adopt this use. This social economy combines the principle of unity of possession and use of the means of production and distribution with the principle of socialization of these means. In sum, by solidarity economy we understand the whole of economic activities of production, distribution, consumption and credit arranged in the form of self-management. Although solidarity economy has appeared in emerging countries as a possible alternative to scarce and precarious formal jobs, it is now changing to a sign of a new future in larger scale [START_REF] Kraychete | Economia dos Setores Populares: Entre a Realidade e a Utopia[END_REF].

Despite all the benets that solidarity economy abridges as an alternative to the current economic system, there are environmental concerns with respect to the sustainability of the production that we need to reinforce in social development programs. It has been observed that social work practices are rarely linked to ecological education and planning. The authors want to discuss the role of Production Engineering in its intrinsic value for solidarity economy, showing how it may aid socio-economic development in Brazil as a Third World country. [START_REF] Serpa | Atlas Digital da Economia Solidária[END_REF].

The solidarity economy has as principles self-management, democracy, participation, egalitarianism, cooperation in work, human development and social responsibility, none of them matters to the market, whose only concerns are the quality and eciency of their products and services on competitive terms. Thus, the biggest challenge for the solidarity economy is reconciling its principles with the way of the market without incurring in capitalist vices. Being Production Engineering a technical area focused on the rational management of production, it has methods and tools to give satisfactory answers to the demands of planning and organization in solidarity enterprises, also having as concerns the negative eects of neoliberalism on people such as one forced to working more because partner is unemployed, increased frustration and insecurity, and less health insurance [START_REF] Garrett-Peltier | Why We Need Another World: Introduction to Neoliberalism[END_REF].

Among the necessary elements to support competitive strategies of solidarity enterprises, there are technical qualication, productivity, market conquest and expansion capital. Due to the lack of education in Brazil, very few people are able to work with an interdisciplinary view of the overall functioning of the enterprises. Thus, to promote programs and encouraging solidarity economy we need to consider a broad planning of training for the sta already engaged and for newcomers that want to integrate solidarity market. Production Engineering also plays an important role in this planning and the authors consider as a very way for the rst trials the logistics approach.

3

The logistics and its immediate response as organization tool

Following the view of Corrêa, some of the areas that Production Engineering can act are [START_REF] Corrêa | Administração de Produção e Operações: Manufatura e Serviços: Uma Abordagem Estratégica[END_REF]:

Strategies and objectives; Network operations; Production management; Quality of the process; Productivity; Development of products and processes; Project and work organization; Ergonomics (physical, cognitive and organizational); Strategic planning. This is a complex universe, of course. One can not expect the average prole of workers in solidarity economy is able to deal with such complexity. Accordingly, it will be interesting to seek a rational and more compact way to start them on a vision of planning and work organization that will be rening with the accumulation of lessons learned. Thinking in this way, the authors defend the idea that the initiatory path is the intoduction to logistics as a teaching tool. The logistics and its more specic embodiment, the business logistics , as an activity responsible for the movement of materials, services and information through the supply chain, is already well developed. Within the productive organizations, logistics has very specic goals. The success of the operations in the supply chain is dened by the so-called "three rights of the logistics", which means:

The right product, In the right location, At the right time.

Certainly the "three rights" point to quality, eciency and competitiveness. It is easy to implement this conceptual scheme for any situation in which it is possible to identify a chain of events that need to occur in a certain spacetime order to fulll a certain goal .

Being part of the logistics, the business logistics has played an important role in several enterprises. It can be set in the context of solidarity economy as "the process of planning, implementing and controlling the ow of goods and services with low costs, from the point of origin to the point of destination, in order to meet not only market demands, but environmental requirements and public policies of sustainability". Within this approach, the main activities are: transportation, inventory maintenance, order processing, purchasing, warehousing, materials handling and maintenance of information.

The logistics vision of the enterprises, in our teaching approach, helps to break some stereotypes inculcated in the worker that areas of the production are forms of exploitation against the employee. Instead, these areas can be developed for the improvement and rationalization of production, the result of employee's labor and resource of its livelihood. [START_REF] Gaiger | L'économie Solidaire au Brésil[END_REF] Solidarity economy and exploitation of nature: a dead end?

Another specic challenge arising from the lack of education in dealing with environmental issues is the ghting to the tendency for the replication of capitalist forms of exploitation of nature. Competition between the constituents of the organization itself and the focus of realization in the market create a paradox inside the ideal of solidarity. The reproduction of capitalist behavior obviously leads to a corresponding reproduction of the environmental aggression if ecology and environmental issues do not take part in education of people. The latter is one of the targets of planning, since there is no eective success in organization without knowledge dissemination.

Unfortunately, there is no data to demonstrate in unequivocal manner the environmental impact of agricultural and exploitation activities from solidarity economy. Judging by the correlation between devastated areas and presence of solidary enterprises, and the obvious indierence with which the ecoenvironmental education has been treated in Brazil, we only may infer the existence of a signicant impact. Looking at the relationship between sustainable development and social work practice, Peeters and colaborators start from the assumption that an adequate interpretation of sustainable development for social work should take account of contemporary analyses of the ecological crisis and should recognize synergies between the social/ecological objectives and the critical tradition of social work [START_REF] Peeters | The Place of Social Work in Sustainable Development: Towards Ecosocial Practice[END_REF]. It is simple to conclude that, if people are not educated and prepared to deal with the environment to preserve it from wrong production processes, they inevitably replicate what the great devastating enterprises have been doing last decades. Within the "three rights" logistics vision is relatively simple to introduce environmental concerns in solidarity practices, beginning with the planning of routes for disposal of products, i. e., those routes that cause less environmental damage in the sense of trac of goods (the planning of deliveries) and choice of means of transport operating in less polluting conditions in accordance with ISO standards. Moreover, when we speak of the right product, we do not talking only about market adequacy, but adequacy of production methods to the environmental sustainability in the long term. For example, the exploitation of rubber for which the world market demand is increasing requires a specic technique of cutting the bark of the tree so that it remains productive throughout his long life. Lastly, the "right time" ensures not only the absence of nancial loss, but the ow of processes in order to avoid environmental impacts caused by overcrowding or generation of waste by product losses due to long waiting times.

It is a colossal (but not impossible) task to prepare people to living in this new world, since it is necessary a reverse engineer from that already exists to that would be close to ideal. There is a long way trip to achieve the eectiveness of this fundamental task. Recent projects conducted primarily by IPEA (Brazilian abbreviation for Institute of Applied Economic Research) are intended to produce as much knowledge as possible about all forms of solidarity enterprises in Brazil with regard to environmental problems that are related to their actions in order to promote improvements in current policies of solidarity economy. One of this projects is now being proposed by Serpa and colleagues about the current situation of human and veterinary medical waste disposal in Brazil, its environmental impacts and eects on individuals that survive from the collection of waste in order to subsidize the PNPD (Brazilian abbreviation for Subprogram of Research for National Development) with information resources to support decision making. Although it is a small portion of the total urban waste, nosocomial waste is highlighted by the high potential of contamination, exposing communities to the risk of dissemination of respiratory illnesses or diseases transmitted by contaminated groundwater. The project is not limited to the presentation of quantitative results, but explains alternative suggestions for the treatment of municipal waste from healthcare unities, such as cottons, glasses, plastics and metals, proposing solidarity enterprises of collectors who are specialized in these wastes, so that the garbage is sent to certain specic destinations physically established by law.

Some comments on the planning and organization in solidarity economy at Third World

Analyzing neo-liberal variants in vigor at Third World, solidarity enterprises are known wanting from the goal of a great integrative and socializing way of development, limited to local needs of survival and livelihood [START_REF]Developments in Solidarity Economy in Asia[END_REF]. To enlarge the horizons it is not enough to turn ethnocentric person's mindset into one exhibiting compassion for other people, but attention to introduce environmental concerns and entrepreneurship in major discourses. The reality of solidarity economy often stands in great contrast to both theory and anecdotal practice in part because de lack of planning and organization. Also, the growth of inequality (the income of social distance) may lead to less feelings of solidarity [START_REF] Paskova | Income Inequality and Solidarity in Europe[END_REF], a fact that can bring on less sensibility to perceive the importance of egalitarianism and cooperation in work as fundamental elements of social development in large scale. In practice, Brazil did not decrease that social distance, only masked it with populist policies that in no way contribute to the dignity and the sense of entrepreneurship we need so much to grow socially and economically.

To surpass this contradictory state, an interesting path to follow in planning and organization, as well as in environmental education, would be to establish, like some initiatives in France, the "ecological solidarity" [START_REF] Thompson | Ecological Solidarity as a Conceptual Tool for Rethinking Ecological and Social Interdependence in Conservation Policy for Protected Areas and their Surrounding Landscape[END_REF], that is, the resulting social state of mind that aims to detect all eco-social interlinks which interfere with biodiversity in order to build a conceptual shell for collective actions to access in a sustainable way a multiplicity of values issuing from the natural world, seeking to lower the social discrepancies by injecting resources in projects of solidarity entrepreneurship motivation aimed at spreading equal profits, inviting more and more partners to expand the solidarity economy as a real way to achieve more equitable distribution of income. Clearly this is a subject in which Production Engineering may contribute building that conceptual shell of actions obeying well mapped and dominated processes. This shell is nothing more than a result of the planning and organization of the work.

Lastly, for the fully success in Brazil of the above mentioned shell, a governmental structural correction would need to be made, locating NSSE in direct connection with the Casa Civil (Brazilian equivalent of Department of State), including a sub-secretary for international interchanging about sustainability for social economy in cooperation with other countries, themselves in a true solidarity and permanent dialog. [START_REF] Garrett-Peltier | Why We Need Another World: Introduction to Neoliberalism[END_REF] The role of cleaner production

In parallel to the process of ecological-environmental education, it is necessary to establish comprehensive programs for modeling sustainable social exploitation of nature, among which it has a highlight position the so-called "agroforestry systems" based on the consortium of distinct species as alternatives of sustainable solidarity enterprises of low cost and good protability for small producers. Our considerations culminate in a critical point: the cleaner production (CP), within the scope of Production Engineering, should consider an advisory branch entirely devoted to the solidarity economy, targeting small and medium enterprises along the lines of care described above, since CP has been characterized as a strategy of prevention useful to orient the reduction of loading from production processes of the small-and-medium-sized enterprises [START_REF] Baas | To Make Zero Emissions Technologies and Strategies Become a Reality, the Lessons Learned of Cleaner Production Dissemination Have to be Known[END_REF]. Initiatives have to involve nancial support for technical assistance programs to oer correct options and knowledge by consultants prepared to enhance CP especially in high-risk areas. Success of these programs shall depend on the proposed scope reaching out to a large group of enterprises. The oer of alternatives, as well as the orientation of the existing enterprises of extractive activities, must turn to more sustainable patterns of production-in-consortiums in order to ensure the natural capital represented by that environments.

Conclusion

Present article presented and discussed the role of Production Engineering in the planning and organization of the work in solidarity economy at Brazil in face of the lack of ecological prociency in both workers and governors. It showed in what lines Production Engineering may contribute, pointing out logistics as the rst way to approach the subject in an educational program for workers in solidarity enterprises. It also emphasizes the prominence of the so-called "agroforestry systems" as alternatives for sustainable solidarity enterprises of exploitation of nature to be considered by local populations. It is hoped that this introdutory discussion will lead to further works to establish the position of Production Engineering as an area of expertise essential for the establishment of public policies aimed at promoting the social economy.


Nilo Serpa
email: niloserpa@gmail.com

Bruna Brasil Sá

Ivanir Costa
email: icosta11@live.com

Oduvaldo Vendrametto
email: oduvaldov@uol.com.br

Agribusiness, Agrienergy and Leadership: The Coaching as a Tool to Guide Talents

Keywords: growth, leadership, energy, renewable sources, coaching

This article aims to propose an application of coaching in agrienergy sector. Given the visible growth in demand for renewable energy sources, and the related need to training professionals to deal with the challenges of this branch of agribusiness, the study shows how the coach, the person who pursues coaching, can act to aid those individuals that have potential to exercise leadership in management of agrienergy. The subject is presented and discussed facing the current state of Brazilian agribusiness and treated primarily from an ethical standpoint concerning environmental sustainability.

Introduction

During the last 10-15 years, the paradigm shift from a simple technical professional or specialist to an interdisciplinary manager, who makes decisions based on diverse knowledge, has led to an intense search for leaders who can drive projects with quality and eectiveness towards the corporate goals. In this sense, it is growing the demand for tools that may assist the search and preparation of leaders with the speed required by modern world. Coaching is presented as an objective option for this task.

The XXI century is being the scenario of profound changes in professional and interpersonal relationships, mainly because of the social eects of globalization, frantic advances in technology, increasing acquisition of knowledge and change of business paradigm from products to services. These changes will continuously aect the modes to using skills and individual talents. The intitutional patrimony in human assets (special abilities, skills, sense of responsibility, etc.) is passing to the status of the main competitive advantage of a corporation. Business world is now widely changeable and uncertain, more than ever demanding resilient leaderships with high degree of adaptability.

Looking through the prism of energy potential and continental geophysical characteristics as a tropical country by excellence, Brazil oers unbeatable conditions to occupy a prominent place in agribusiness. Compared to the rest of the world, it presents a wide availability of fertile lands which allows the cultivation of various species. It also has considerable technological legacy in biofuels, a fact that puts Brazilian nation in unique position in global economy.

Given the above comments, present study was produced to render the conviction that business coaching will be soon an indispensable tool for agile processes of discovery and preparation of leaders for great magnitude sustainable projects, as well as for organization of modern human resources management. Being agribusiness one of the most promising, protable and important sources of means for human survival against the inexorable fact of the extinction of fossil energy resources, it is essential that eorts are taken to prioritize the retention of the best teams in the eld of agrienergy. Specic goals of this study are 1)the stimulation of interdisciplinary debates (pedagogical, sociological and educational) among professionals and scholars interested in this subject, 2)-the prelusive search of elements that enable a renewal of the dynamics of labor relations in agribusiness faced to the advent of agrienergy as an alternative for human survival, 3)-the delimitation of a green governance structure whose leaders have not only aware of their roles, but sureness about their career choices. Such goals will certainly be guided by ideas brought by coaching.

2 Theoretical frame

2.1

Breaking some myths It is a very common mistake to consider "non-scientic" a work implemented on a completely new and unexplored area. If this view were taken seriously, it would be impossible to advance knowledge precisely because the latter is accelerated by reections and conjectures based on more or less general observations on certain trends. It seems that people have forgotten that there is no understanding of what is observed without theory. The collapse of culture from the second half of the twentieth century began precisely with the post-modern delusions with no solid conceptual basis. If we had to wait long years to say something based only on data collected we would be sterile of ideas and ability to drive and create our own destinies. Liking it or not, it is also obligation of science to open conceptual and theoretical windows so that we can get as fast as possible to the state-of-art where it will be possible to confront, refute and rene our initial models. The lack of foresight and pioneering spirit has led to a poorly creative decade, despite all the technology currently available. Today, novelties are results of collages from existing technologies more than genuinely innovative contributions. Indeed, there are very few papers in all elds of knowledge that are now considered indisputable contributions. Several papers have been published based on insucient data only to give a more realistic aspect to the matter when it would be more productive and consistent to recognize the lack of sucient data, working on a theoretical level, organizing conceptual models capable of being thoroughly tested over the years. Barring initiatives of this kind is not loss for the authors, but for an entire youth community waiting for new stimuli of research and creation. This article is only intended to open rational windows, not to exhaust a topic that is just beginning to awaken interest in corporate environments. Coaching is still a young discipline, opened to many suggestions and investigations. The best results reported in the literature are still partial and inconclusive. International experts acknowledge that many coaching skills programs are introduced and fail [START_REF]Sherpa Coaching: The executive coaching survey evidence and interaction[END_REF]. Nevertheless, at the same time they recognize that after several years of trial and error, the application of neuroscience in coaching seems to shed new light on human/business behavior [START_REF]Sherpa Coaching: The executive coaching survey evidence and interaction[END_REF]. It will take a long time to earn enough data about coaching's real eciency in corporate environments. So far, studies have been conducted mainly at the theoretical level with the help of contributions from some elds as pedagogy, psychology and management, and, from now on, neuroscience. Accordingly, papers as the present work should be encouraged to encourage new research teams.

2.2

The origins of coaching and its state in Brazil

As pointed out by Corrêa and Slaughter in a study conducted by the Institute Humanitatis, coaching is a technique that introduces a continuous process of high-level relationships in order to assist the identication of skills and leadership potential [START_REF] Corrêa | O Processo de Coaching em uma Abordagem Transpessoal[END_REF]. Through meetings, the customers choose the focus of conversation while the coach (professional who performs tasks of coaching) will contribute from listening with questions and suggestions. Also in accordance with the above study, coaching has origins in tennis and golf. In these sports it was clearly the essence of coaching: releasing the potential of an individual to maximize their performance, helping him to learn about himself and by personal eort, rather than teaching. The English word "coach", most likely from Hungarian "Kocsi", means carriage, vehicle widely used in the eighteenth century. Thus, it is believed to have been used metaphorically to describe the tutor of the eighteenth century, which led the education of children by the various elds of knowledge, just as the carriages carrying the families in the elds of England.

The use expanded until today and it has been established the following words: Coaching -is the process; Coach (coaches in plural) -is the professional qualied to perform the process; Coachee (or client) -is the person who receives coaching. There is, however, as in every area in its infancies, the risk of misinformation and unauthorized appropriation of the title of coach by people without the knowledge and training appropriate to the exercise of coaching in its fullest and utmost responsibility. Asked about the relevance of the topic in Brazil, Andrea Lages, Master Trainer in Coaching, comments that in Brazil coaching gained much strength in recent years and continues to grow. She points that the problem we face is with regard to people who are trying to take advantage of the situation and adopt the title of coach with complete informality, often without knowing what it really means. On the other hand, she says, this reects the popularity of the profession in the country [START_REF] Lages | O Coaching, Algo que Funciona[END_REF].

From here, we take important lesson for those interested in the career: always seek an institution duly licensed to perform research and provide training in coaching; it is a matter of professional life of people with direct impact on their personal lives, their aections and desires.

2.3

The coaching and its contribution to the formation of ethical and competent leadership

The literature on coaching is gradually growing. Authors such as Batt [START_REF] Batt | Cognitive Coaching: A Critical Phase in Professional Development to Implement Sheltered Instruction[END_REF], Downey [START_REF] Downey | Eective Coaching Lessons from the Coach's Coach[END_REF], Ely et al. [START_REF] Ely | Evaluating Leadership Coaching: A Review and Integrated Framework[END_REF], Karawejczyk and Cardoso [START_REF] Karawejczyk | Atuação Prossional em Coaching e os Desaos Presentes e Futuros nesta Nova Carreira[END_REF], John and West-Leuer [START_REF] John | Coaching in Multinational Companies an Interdisciplinary Analysis of a Management Consultant Case Narrative[END_REF], Motter Junior [START_REF] Motter | A Dimensão do Sucesso em Coaching: Uma Análise do Contexto Brasileiro[END_REF] and Whitmore [START_REF] Whitmore | Coaching for performance[END_REF], show what can be expected from the action of the coach. There is a consensus among these authors that the coaching is based on several areas of knowledge to build your method; they include psychology, education, pedagogy, business management and even aspects related to spirituality and religion, according to the precepts of Motter Junior [START_REF] Motter | A Dimensão do Sucesso em Coaching: Uma Análise do Contexto Brasileiro[END_REF]. Recently, as already noted, new contributions coming from neuroscience have expanded the scientic perspectives of the application of couching [START_REF]Sherpa Coaching: The executive coaching survey evidence and interaction[END_REF]. The coaching is focused on leaders, either individuals or team leaders, giving emphasis on action oriented by the more evident skills of the coachee, that is, the human-target of professional coaching. It is not, therefore, therapy, since is distinct the way to provide services, neither mentoring which requires a mentor positioned between the guide that gives support and the driver that dictates rules and paths. The coach is neither one thing nor the other, just a "poker", an instigator whose intervention generates free response of the person in their professional context. In practice, it is true, the intervention of the coach combines elements from other disciplines, but it is his ethical responsibility to bring their actions within the limits of its authority which makes productive such intervention since it does not conict with the personal characteristics of the coachee.

There are dierent ways for corporations avail themselves by coaching. Such evaluation needs not necessarily be related to training programs; it can exist as something autonomous. However, Motter Junior points out a fundamental aspect to be considered in the coaching, saying that each coachee is dierent and the choice of the coach and the methodological approach (non-standard) will be decisive [START_REF] Motter | A Dimensão do Sucesso em Coaching: Uma Análise do Contexto Brasileiro[END_REF]. The latter should be creative, with lots of interactions and self-reections throughout the process. Reective practice is proposed to promote learning and change from the action, an awareness process that involves persistent observation and dialogue [START_REF] Motter | A Dimensão do Sucesso em Coaching: Uma Análise do Contexto Brasileiro[END_REF].

In fact, creativity is essential for the activity of the coach, and this is so much clearer the more one gives account of human diversity. In the perspective of Chiavenato, the real diculty in recruiting and retaining a good work force is not a matter of nancial capital, which was once considered essential for business success [START_REF] Chiavenato | Gestão de Pessoas: E o Novo Papel dos Recursos Humanos nas Organizações[END_REF]. This applies to projects of any magnitude. Keeping professionals is not just a question of salary, but a question of motivation and functional suitability to ensure operational sustainability under ever-increasing pressure for results. Agribusiness, and more precisely, the area of agrienergy, is characterized today as one of the spheres of human action under greater pressure for quick results in face of the global expectations about alternative sustainable energy solutions.

The importance of agrienergy

The authors call "agrienergy" any energy obtained from agricultural sources, and, accordingly this view, the word is a synonym for bioenergy. The term was chosen to maintain a ready lexical and also visceral relationship with "agribusiness", now understood as the set of various business segments, from the production of inputs (seeds, fertilizers, machinery, etc.) until the arrival of nal outputs (cheese, crackers, pasta, etc.) to the consumer [START_REF] Toledo | Decisões no Agronegócio[END_REF].

Although the word "energy" is freely used in dierent contexts, the concept of energy is, physically speaking, one of the darkest in science. For practical purposes of common human actions is sucient to understand that it is a magnitude which turns continuously into work performed by human individuals, machines or animals. This energy is obtained from matter, which is, after all, one of the forms that energy takes. Among the materials more easily convertible by machinary into energy capable of doing work, there are fossil fuels, for example, petroleum and coal, and non-fossil fuels such as vegetable oils and ethanol derived from sugarcane and beet. Beside these, there are indirect sources of the so-called renewable energies, such as hydro, solar, wind and geothermal. The name agrienergy refers to that derived from agricultural matter, that is, organic products such as soya, sugarcane and others.

Energy is absolutely essential to developing the world, as well as steel production. The dynamics of population growth and labor require continuous power to the realization of human activities on the planet. The global reality shows steady growth of energy consumption; so, eorts are needed to increase worldwide production, encouraging the diversication of the energy matrix. In parallel, we need to reduce the impacts on the environment, hence the special attention to more sustainable processes of production. Here is where the promotion of agrienergy becomes imperative. According SEBRAE, in electronic publication on bioenergy, the increase in energy demand will be more signicant in countries considered in consolidation of development (China, India, Brazil and Russia), notably in transport, in residential and industrial areas. There is also the need to provide supplies of electricity and coking from modern sources for 2.5 billion people in countries in the early stages of development [START_REF] Sebrae | Agroenergia[END_REF].

Brazil is one of the great suppliers of agricultural products to the world, exporting to many countries. Mainly in terms of domestic consumption, the agrienergy sector is one of the most promising in agribusiness. In 2009, it was estimated that the global demand for biofuel, at that time 3%, would rise to 12% to 15% in the ensuing 15 years [START_REF] Sebrae | Agroenergia[END_REF]. To get an idea, it is expected that 8 million hectares of land occupied at 2009 by the culture of sugarcane in Brazil shall reach 14 million at 2019 [START_REF] Sebrae | Agroenergia[END_REF]. It is not dicult to imagine human demands, logistics and technology required to support such growth. Given this inescapable reality, it becomes cogent to preparing quality human resources in proportion to the dimensions of the challenge. Among the tools that support the task of structuring competent professionals we have the modern executive coaching.

Successful experiences with coaching

The activity of coaching is still shy. According Karawejczyk and Cardoso, worldwide, there are 16,000 persons empowered in this career, and of those, less than two thousands in Brazil [START_REF] Karawejczyk | Atuação Prossional em Coaching e os Desaos Presentes e Futuros nesta Nova Carreira[END_REF]. The growth of Brazilian Society of Coaching is 80-90% per year, according to president Villela da Matta, who also forecasts an expansion of 30,000 registered members by 2020. Looking at human needs for achievement and accomplishments, surveys show that at least 30,000 individuals have passed through the coaching process in Brazil. The president of the International Coach Federation -Brazil, José Augusto Figueiredo, reports that there are 150 registered Brazilian members in that institution [START_REF] Lages | O Coaching, Algo que Funciona[END_REF].

Therefore, empirical studies on the application of coaching are still scarce. We are at the beginning of a new era, with a wide open eld for research and new proposals. It is the role of academies welcoming and motivate their students to the innovative work at the moment in which Brazil can take the forefront in the eld, having as main target the formation of competent leaders in agribusiness.

From the few available data on the experiences of coaching, the authors count up those divulged by the ABC (Brazilian abbreviation for Brazilian Academy of Coaching). According to a survey organized by this institution, one study commissioned by a Fortune 500 company (annual list compiled and published by Fortune magazine that ranks the top 500 U.S. companies) about its own coaching program showed a return on investment of 529% discounted the signicant and valuable intangible benets. Another study, now produced by executives from Fortune 1000, showed that companies which received coaching had an average return of 5.7 times the amount spent on coaching. Yet another study, this time conducted in 2004 on executive coaching at Booz Allen Hamilton, a company of business consulting, showed a return of U.S. $ 7.90 for every dollar spent on the program [START_REF]ABC -Academia Brasileira de Coaching: Pesquisas Sobre os Benefícios do Coaching[END_REF]. One example of success in Brazil has been the Program for Managerial Development of Itaipu Company, which intensied the application of the methodology of coaching in strategic areas and other investments in training [START_REF]Itaipu Binacional: Relatório de Sustentabilidade 2011[END_REF].

A proposal for coaching in agribusiness: agrienergy in evidence

Contemporary society has the duty to reduce gas emissions from fossil fuels if it wants to perpetuate on the face of the earth. On the other hand, the depletion of fossil fuels leads inevitably to the search of renewable energy sources. The transition from fossil fuels by the named Green Revolution sets new conceptual paradigms of behavior. The existing and future projects will necessarily be reconstructed according to an ethic of sustainability linked to the idea of generalized wellfare in the world. Given various initiatives, both from governments and society which have been stimulating the production and use of biofuels, how should be the coach's participation in professional organization for the Green Revolution?

According to a recent survey of the Energy Research Company of the Ministry of Mines and Energy [START_REF]EPE -Empresa de Pesquisa Energética[END_REF], renewable sources contribute 87.2 % to the country's energy matrix in the following manner: 81.2 % water, gas 5.8 %, 5.6 % sugarcane biomass, oil 3.1 %, nuclear 2.6 %, coal 1.3% and 0.4 % wind, which demonstrates the potential worldwide use of these sources in face of the increasing demand for energy. It is in this context that the use of sugarcane as an energy source sounds to be the best of the best, since the country has vast arable lands and appropriate environmental conditions to the crop. Nevertheless, although the prospects for continued performance of agrienergy continue promising, there are structural problems that can wither this success. The environmental issue, mainly because of deforestation that has been observed in areas of soybean expansion, creates a serious sustainability problem that the country must face, otherwise while "solving" a problem on one hand (the stubbornness to nd that producing commodities we are in the way of the progress) we are creating another for future generations, more dangerous than the problem "solved". Here, the main function of coaching is to motivate leaders in the ethical sense of a parsimonious planning that exceeds the mere question of immediate nancial account, looking at the total range of human needs in the short, medium and long term.

That is not all. In 2009 it was aproved the Federal Law 12.187 establishing the National Policy on Climate Change in Brazil with the objective to voluntarily reduce emissions in a rate projected until 2020 between 36.1% and 38.9%. This reduction will occur primarily by reducing deforestation in the Amazonia and Cerrado, adoption of good agricultural practices, renewable energy, biofuels and energy eciency. Leaders need to understand that willful attitudes are actually coming from the extreme sense of responsibility and obligation to society and to future generations. One of the goals of coaching is to aid leaders to render this aspect a key factor for decision-making. With the establishment of an early coaching program for leaderships in managing agrienergy, adopted and widely disseminated by academies and governmental areas, we can start a solid, innovative and reputable project of bioenergy in Brazil, probably coming to be in near future a worldwide reference on sustainability.

With the formation of ethical managers it will be delivered in good hands the responsibility of strategic plannings for sustainable expansion of agrienergy, taking into account issues of paramount importance as the ecological impact of crops for large production of ethanol and biodiesel, the ethics of producing species that serve as well to feed the starving populations as to supply energy, the standards for responsible exploitation of the soil with mandatory quotas of replacement and, nally, honesty in choosing the best energy source for every situation well analyzed.

Conclusion

This work dealt with the application of coaching in agribusiness, specically in the area of agrienergy. It discussed the contribution of coaching to the preparation of leaderships for the management of agrienergy. It showed the importance of creating new leaders strongly linked to the ethical principles of sustainability with regard to the exploitation of biomass as a renewable energy source. Although this is a research on a discipline considered new in the market, the work met favorable impressions on the coaching and pointed examples of success in other business areas, showing its potential for improving individual performance, personal satisfaction and indicators of productivity and quality. It is expected that the work shall stimulate greater interest in academic and business circles, motivating further research on the topic. To those people preferring to wait long years for data so that one can validate a pioneering model, this paper makes a prospect of intellectual action against the sedentary mindset that has prevailed in emerging countries.


F Niakan

A Baboli

T Moyaux

V Botta-Genoulaz

A multi-objective mathematical model considering economic and social criteria in dynamic cell formation

Keywords: Dynamic cellular manufacturing system, Social responsibility, Multi-objective optimization model

This paper addresses a Dynamic Cellular Manufacturing Systems (DCMS) problem considering both economic and social criteria, that is, the problem deals with the minimization of the total costs and maximization of social issues. We develop a bi-objective mathematical model of this problem in order to capture the trade-off between these two objectives. The strategic decisions considered in the model define the configuration of cells and part-families in each period. In order to solve our model, we design a new Non-dominated Sorting Genetic Algorithm (NSGA-II) as a meta-heuristic method. Our approach is illustrated on two samples of problems randomly generated.

Introduction

Now a day most industries face with dynamic production because of the rapid product changes and reducing the life cycle of products. This observation leads to reorganize the manufacturing cells, from one period to each other, during planning horizons (several periods). On the other hand, in most of cell formation methods, the decision affect the reconfiguration of cells and definition of the part families just for a single-period which might not be optimal in another period. Therefore, this reason motivates researchers and manufacturers to study cellular manufacturing system (CMS) under dynamic condition that is named as Dynamic Cellular Manufacturing System (DCMS). Moreover, pressures from NGOs, social communities and media to respect social issues caused a lot of damages to some of well-known corporations such as McDonalds, Mitsubishi, Monsanto, Nestlé, Nike, Shell and Texaco. Corporate Social Responsibility (CSR) deals with effect of corporate activities on different social entities such as environment preservation, human rights, labor safety, etc. [START_REF] Carter | Social responsibility and supply chain relationships[END_REF]. As the CSR aims to make trade-off between economical aspect and social issues to provide more welfare for the whole society. Despite the importance of CSR, social issues is one of the neglected affaires in the previous study involved in DCMS. This paper presents a new optimization model for DCMS, in which a trade-off between economic and social objectives is made.

Literature Review

Many researches are related to DCMS, hence, we describe more recent studies here. Rheault et al. [START_REF] Rheault | Physically reconfigurable virtual cells: A dynamic model for a highly dynamic environment[END_REF] presented the concept of dynamic environment in cell formation problem for the first time. Schaller et al. [START_REF] Schaller | A methodology for integrating cell formation and production planning in cellular manufacturing[END_REF] developed a new model in DCMS to minimize Configuration and inventory cost of the system. They also proposed a Lagrangian relaxation to obtain the lower bound for their problem. Chen and Cao [START_REF] Chen | Coordinating production planning in cellular manufacturing environment using Tabu search[END_REF] proposed a new mathematical model in DCMS by considering inventory level. They solve their presented model by Tabu Search (TS) as a well-known algorithm. Tavakkoli-Moghaddam et al. [START_REF] Tavakkoli-Moghaddam | Solving a dynamic cell formation problem using metaheuristics[END_REF] formulated a new nonlinear integer mathematical model in DCMS. The authors minimized constant and variable costs of machine and inter-cell movement costs as objective function. They solved their models by several meta-heuristic methods such as Genetic Algorithm (GA), Tabu Search (TS) and Simulated Annealing (SA) and compared obtained solutions to determine best method. Defersha and Chen [START_REF] Defersha | A comprehensive mathematical model for the design of cellular manufacturing systems[END_REF] proposed a new comprehensive model in DCMS. They considered alternative routings, lot splitting and sequence of operations as well as workload balancing in their model. Safaei et al. [START_REF] Safaei | Designing cellular manufacturing systems under dynamic and uncertain conditions[END_REF] presented a fuzzy programming approach in CMS with dynamic and uncertain condition. The authors in this study assumed that demand of parts and availability of each machine have uncertain and fuzzy condition. Safaei and Tavakkoli-Moghaddam [START_REF] Safaei | Integrated multi-period cell formation and subcontracting production planning in dynamic cellular manufacturing systems[END_REF] formulated a new mathematical model in DCMS by focusing on the operational aspect of the cell formation problem. They made trade-off between production and outsourcing costs on the re-configuration of the system. Javadian et al. [START_REF] Javadian | A multi-objective integrated cellular manufacturing systems design with dynamic system reconfiguration[END_REF] proposed a multiobjective mathematical model in order to minimize the variation of cell load and various costs simultaneously. In order to solve model and obtain optimal Pareto frontier, they designed a non-dominated sorting genetic algorithm (NSGA-II). Saxena and Jain [START_REF] Saxena | Dynamic cellular manufacturing systems design-a comprehensive model[END_REF] proposed a new mixed-integer nonlinear mathematical model in DCMS to integrate important attributes of manufacturing such as the effects of machine breakdowns, production time loss cost effect, inventory holding, lot splitting; alternative process plan and parts sequence of operation. Kia et al. [START_REF] Kia | Solving a group layout design model of a dynamic cellular manufacturing system with alternative process routings , lot splitting and flexible reconfiguration by simulated annealing[END_REF] developed a novel mixed-integer nonlinear programming model in design of CMS with dynamic condition. The objective function of their model minimize total cost of each period such as costs of intra/intercell movement, machine relocation, machine procurement, machine overhead and machine processing. Majazi Dalfard [START_REF] Dalfard | New mathematical model for problem of dynamic cell formation based on number and average length of intra and intercellular movements[END_REF] described a new nonlinear integer programming model for DCMS. The contribution of this paper is mentioned in two ways, the first one is related to apply implementation of the idea of more material flow in shorter distance in configuration of the cells and the second one is the proposition of new simulated annealing embedded in branch and cut as solving method. This investigation of literature shows that social issues is a neglected issue in DCMS while only economical aspect have been considered as objective of researches most of the time. Thus, in order to eliminate this deficiency, we develop a new multi-objective mathematical model for DCMS configuration by also considering social aspects.

Problem Description

In this section, we present a new bi-objective mathematical model in order to make a trade-off between two important objectives in DCMS. The first objective function is the minimization of relevant costs such as machine fixed and variable costs, inter-cell movement costs, intra-cell movement costs, machine procurement costs, machine relocation costs, salary of labors, etc. The second objective function is the maximization of the social criteria by increasing of job opportunities and decreasing of potential machines hazards for labor during the planning horizon.

Generally, the complex nature and interdependencies of social criteria make it difficult to measure them. In this study, an attempt has been made to select and extract social issues from ISO 26000 and GRI 2011 (credible sustainability reporting framework)

[13], [START_REF] Gri | Sustainability Reporting Guidelines[END_REF] that are closely related to DCMS problem and can be simply calculated by the mathematical model. As a result, (i) the number of job opportunities created and (ii) the number of potential hazards of machines were selected as social issues of our model. The first, social issue represents the variation of job opportunities, created due to the hiring and firing of labor and resulting in buying, selling and determining of time capacity of machines. The next one measures the average fraction of potential hazards of each machine, which is how many injuries, illnesses and damages each machine causes for labors according to ergonomic criteria. This value is a continuous number between 0 (the safest) and 1 (most dangerous) and can be defined by the Decision Makers (DM).

For this objective, they can use a safety checklist, talking to workers, reviewing the manufacturer's information, and checking the injury and incident reports of each machine. Due to differences in the measuring units of the considered social criteria, the weighting method (normalized weighted) was applied in order to aggregate them as one objective.

Notations

Sets

Z N D t x D xx B D xx B                                          1 ( 1) 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 () 2 p O C M M M ch j pmch jpmch j c m m m H M C H M C L mch m mh mh mch mch h m c h m c H M H M mh mh mh mh h m h m xx N L Sa K K II                                       (1) 2 1 1 1 1 1 H H H M C jo h h hd mch m h h h m c Max Z hi fi N S                          (2)
S.t.

( 1) mc h mch mch mch N K K N      ,, m c h  (5)
CC mc h mh mh mch cc N I I N        , mh  (6) ( 1) 11
1

M mch m N UB    , ch  (8)
1

M mch m N LB    , ch  (9)
1

M mh m h m I L hi     h  (10) 1 M mh m h m I L fi     h  (11)   ( 1) 1 1 1 M M C mh mh m mc h m h m m c I I L N L                   h  (12)   0,1 , , , 0 int ,
Objective function [START_REF] Carter | Social responsibility and supply chain relationships[END_REF] represents the minimization of total costs and includes eight terms: (i) machine fixed costs, (ii) variable machine cost, (iii) costs of the movements of parts between cells (inter-cell), (iv) costs of the movements of parts inside of cells (intra-cell), (v) wages or salaries, (vi) machine relocation cost, (vii) machine procurement cost and (viii) revenue from sales of the machines. Objective function (2) maximizes the social issues of DCMS during the planning horizon, and includes the maximization of job opportunities and minimization of the potentially hazardous of machines. Constraint (3) ensures that each operation of a part is assigned to just one machine and one cell. Constraint (4) guarantees that the process of each part assigned to the machines that can be done it. Constraint [START_REF] Tavakkoli-Moghaddam | Solving a dynamic cell formation problem using metaheuristics[END_REF] ensures that the time capacity each machine is not exceeded. Constraints ( 6) and [START_REF] Safaei | Designing cellular manufacturing systems under dynamic and uncertain conditions[END_REF] ensure that in each planning period the number of machines is balanced. Constraints ( 8) and (9) determine the maximum and minimum cell sizes according to the defined upper and lower bound. Constraints [START_REF] Saxena | Dynamic cellular manufacturing systems design-a comprehensive model[END_REF] and [START_REF] Kia | Solving a group layout design model of a dynamic cellular manufacturing system with alternative process routings , lot splitting and flexible reconfiguration by simulated annealing[END_REF] calculate the number of labors that are respectively hired and fired. Constraint [START_REF] Dalfard | New mathematical model for problem of dynamic cell formation based on number and average length of intra and intercellular movements[END_REF] guarantees maximum variation of the labor level in each period. Constraint (13) states that decision variables are non-negative, binary and/or integer.

Resolution method

Since such a cell formation problem is defined as an NP-hard optimization problem frequently by researchers. In order to cope with complexity of the proposed model, a Non-Dominated Sorting Genetic Algorithm II (NSGA-II) [START_REF] Deb | A fast and elitist multiobjective genetic algorithm: NSGA-II[END_REF], is designed as a metaheuristic which is belonged to evolutionary algorithms. This algorithm starts with an initial solution (population) that is randomly generated and in each iteration new solutions (children) are produced from existing solutions with crossover and mutation operators. It should be noted that parents are selected by a binary tournament selection process. In each iteration, the objective value of each solution is compared against two strategies, namely, ranking and crowding distance. All member of solutions are sorted according their ranks so that the solutions of a same rank cannot dominate each other. In order to improve the efficiency of the proposed NSGA-II algorithm and find best results, a Taguchi design [START_REF] Chatsirirungruang | Application of genetic algorithm and Taguchi method in dynamic robust parameter design for unknown problems[END_REF] is applied as a statistical technique to find the best combination of the parameters of NSGA-II. Hence, Npop (number of members in each population), MaxIt (number of iterations), CrR (crossover rate) and MuR (mutation rate) are tuned as four vital parameters of algorithm. Table 1 shows the results obtained here.

Computational result

In order to verify the performance and applicability of our proposed mathematical model two sets of different test problem in deferent size are generated: The generated test problems are solved by proposed NSGA-II algorithm which is developed by using MATLAB 2012a on a computer with Intel Core i5, 2.27 GHz and 4 GB RAM (See Figure 1). Figure 1 shows the optimal Pareto frontier and a set of solutions can be obtained from trade-off between minimizing total costs (Z1) and maximizing of social criteria (Z2). According to the priority of each objective the solution can be selected by DM. For each solution, we can have all information about the total cost of system, social issues, configuration and/or modification in each cell, part families, human resources, processing rout, etc. The analysis of optimal Pareto frontiers shows that the maximum of the social criteria (Z2) can be obtain by increasing the total cost (Z1) by about 90% in problem P1 and 60% in P2 with regard to the best economical solution.

Conclusion

In this paper, we have proposed a new bi-objective mathematical model in DCMS by considering social criteria in addition to traditional economic criteria. Optimizing both such criteria simultaneously requires making a trade-off between them. Due to the complexity of the problem, a NSGA-II algorithm is developed to solve the model and obtain Pareto frontier for the generated test problems.

ch

  Index for index for manufacturing cells (c 1,..., C)  m Index for machine types (m 1, ..., M)  j Index for operation of part p (j 1,..., O ) p  Index for number of period (h 1, ..., H) movement cost per batch. It

Fig. 1 .

 1 Fig. 1. Optimal Pareto Frontier for P1 (blue) & P2 (Red)

Table 1 .

 1 Taguchi result for NSGA-II parameters

	Parameters	Npop	MaxIt	CrR	MuR
	Tuned value	40	50	0.8	0.3

Table 2 .

 2 The size of samples

		P1	P2
	|Op|×|P|×|M|×|C|×|H|	5×6×6×4×5	9×8×8×7×7

Table 3 .

 3 Computational Times (Sec)

		P1	P2
	Computational Time	287.275	417.829

Acknowledgment

The authors gratefully acknowledge the scientific and financial supports of Region Rhône-Alpes, France, ARC8 in developing this paper.


Teixeira Sivanilza

Irenilza Machado

Alencar De

João Dos Nääs

Reis

João Gilberto Naas

Dos Mendes

Oduvaldo Reis

Vendrametto

Brazilian Consumers' Preference towards Pork

Keywords: Food, Consumers preferences, Market, Brazil

de niveau recherche, publiés ou non, émanant des établissements d'enseignement et de recherche français ou étrangers, des laboratoires publics ou privés.

Introduction

Brazilian meat market follows a different pattern of the global market, especially in term of pork consumption [START_REF] Food | FAO statistical yearbook[END_REF], [START_REF] Horta | Strategies of signalization of pork quality to final consumer[END_REF]. Several surveys related to Brazilian consumers' preference has shown that the most eaten meat are beef, poultry meat, fish, and the last one is pork [START_REF] Horta | Strategies of signalization of pork quality to final consumer[END_REF], [START_REF] Santos | Consumer market of swine meat and derivatives in rio largo-AL[END_REF]. However, in the last years this scenario has been changing and due to marketing, and pork has been added more frequently to the table of consumers. It occupies nowadays the third place in the consumers' preference, behind the consumption poultry meat and beef [START_REF]Agribusiness projections: Brazil 2012/2013 a 2022/2023[END_REF].

The ultimate goal of supply chains is to meet the final consumer demands, which, in this specific case, determines the strategies of future business development of the meat market [START_REF] Kaimakoudi | Consumers attitudes towards fisheries products[END_REF]. In order to identify the areas for improvement when analyzing supply chain, the first step is investigating the product attributes which are valued by consumers [START_REF] Perez | The pork industry: a supply chain perspective[END_REF]. Research towards the consumers' demands brings up a new reality, which is a challenge to the supply chains that search for optimization of costs, and to improve the quality during the steps of production. This requires investments in production, marketing and distribution of products. It also implies in the involvement and training of stakeholders, in the use of new and efficient techniques [START_REF] Perez | The pork industry: a supply chain perspective[END_REF], [START_REF] Trienekens | Requirements of supply chain management in differentiating european pork chains[END_REF].

The Analytic Hierarchy Process (AHP) is a mathematical model to support decision making [START_REF] Sureshchandar | A framework for evaluating the criticality of software metrics: an analytic hierarchy process (AHP) approach[END_REF]. AHP is a method that is characterized by the ability to analyze a problem and propose a decision-making through the construction of hierarchical levels. The problem is analyzed by pre-established criteria. The criteria are decomposed into sub-criteria up to a determined level. These criteria are organized into a hierarchy descending where the ultimate goals should be at the top, followed by their sub-goals, immediately below, and; finally, the various possible outcomes or alternatives are selected. The scenarios determine the likelihood of achieving the goals [START_REF] Belton | Multiple criteria decision analysis: an integrated approach[END_REF], [START_REF] Barros | Analytical hierarchical process to identify favorable areas to the coffee crop agroecosystem at municipal scale[END_REF].

Consumers' surveys are an interesting tool to describe the actual scenario of the retail market, and the results may help the agribusiness to determine the consumers' preferences and expectancies towards the products which are offered in supermarkets shelves. This study aimed to analyze the consumers' preference towards pork. It was also verified the frequency of eating pork in three scenarios once a week, every two weeks, and once a month.

Methodology

Development of the survey

To develop this work initially literature review was done in order to study the quality parameters and aspects of the consumption of pork in Brazil. This helped to select specific questions for the survey. In a second step, one field survey was conducted using the google docs tool, and it was sent to consumers using the internet resources (emails and social networking) during July-August 2013.

The survey was constituted of 17 closed questions, divided into two parts (1) six questions related to the social and economic status of the participant (gender, degree of education, marital status, age, household income, and the geographic region of residence), and (2) eleven questions related to several aspects of pork production and commercialization. The idea was to identify the relationship between the consumers' perception and the characteristics of the product consumption.

Calculating size of sample

For calculating the size of the sample, we considered the five regions of the country North, Northeast, Midwest, Southeast and South. The sampling error was set in 10% and the size of the population was obtained by [11]. The result reassured for each region was estimated 100 inhabitants. Sample distribution is shown in Table 1.

To perform the data analysis [START_REF] Saaty | Decision making with the analytic hierarchy process[END_REF] the problem was organized as follows (1) the determination of the goal and definition of alternatives; (2) defining the structure of the decision tree based on the characteristics to be evaluated and the selected alternatives; (3) build up a pairwise matrix for comparison between the attributes in different levels; and (4) using the priorities obtained from the comparisons to determine the weights and priorities of its lower level. The comparison is made as a table of 2 [START_REF] Deng | Supplier selection using {ahp} methodology extended by d numbers[END_REF].

In order to give proper weight to each attribute ANOVA was applied to the set of data, and the test t-Student was applied to help to select the values for the weights to be applied to each criterion. The measures adopted for attributing the weights were based on the p-value found in the statistical analysis. For pvalue < 0.0001 the weight was related to extreme importance, 9; p-value < 0.01 the weight was of demonstrated importance, 7; p-value < 0.05 indicated strong importance, 5; p -value < 0.1 indicated moderate importance, 3; and p-value > 0.1 the weight indicated equal importance, 1. This provided an association between the qualitative scales defined by Saaty [START_REF] Saaty | Decision making with the analytic hierarchy process[END_REF] with the values found with statistical significance.

Model consistency was calculated considering the matrix is consistent if and only if:

λmax = n (1)
However, the inequality λmax > n always exists. Therefore, the average of the remaining eigenvalues can be used as a 'consistency index' (CI), which is the difference between λmax and n divided by the normalizing factor (n -1).

The software Expert Choice was applied to the calculations of the Multicriteria Decision Analysis (MCD).

Results and Discussion

The results of the pairwise comparisons are summarized in Figure 1. Results indicated that criteria with higher importance and contribution, in the consumers decision, in relation to the frequency of eating pork were associated to consumers preferences with 49%; while to the market was 45.1%. Brazilian pork consumer has a high preference to eat pork once a month. When focusing on the weekly frequency of eating pork, it was found that market and preferences had similar importance, with the exception of the social criterion (Figure 2). The criteria followed by the performance bar in Figure 2 show the alternative for consumption of pork, which were once every two weeks and once a month. In this case, they converged to the same value indicating that this is the forecast consumption preference of the market. Studying the consumption of pork in a county within Southeastern Brazil [START_REF] Santos | Consumer market of swine meat and derivatives in rio largo-AL[END_REF], the authors found low consumption rate of pork (63.7%). The participants indicate they ate pork once every two weeks or once a month, agreeing with the results from this present study. Preferences and market are the criteria with higher weights in pork consumption (Figure 3). This suggests that Brazilian pork industry needs to invest in market' strategies in order to increase pork consumption.

Social criteria

Despite the social criterion shows less value in the frequency of consumption of pork study, in the sub-criteria level household income represented 44.1% of the total weight, followed by the degree of education (28.6%), and marital status (16.3%). In the third level criteria of education, undergraduate was the one that most contributed to the decision of eating pork (68.2%). Marital status in this level was equally important (45.5%), as well as the household income above four minimum wages (48.1%). The criteria gender and age were not important in the decision analysis. Pork consumption changes and social demands affect the whole swine production supply chain [START_REF] Trienekens | Requirements of supply chain management in differentiating european pork chains[END_REF]. New eating habits may require market alternatives [START_REF] Horta | Strategies of signalization of pork quality to final consumer[END_REF], and the consumers search for food which are affordable and easy prepare are a real challenge.

Market criteria

Within the sub-criteria involving the market scenario, the price obtained more than half of the weights (54.9%). This should be examined further within the pork supply in order to seek alternatives to keep the meat and its competitive derivatives market. Fixing modest price must be one of the primary goals of the chain [START_REF] Perez | The pork industry: a supply chain perspective[END_REF]. Secondly, the criterion which presented more important was the way the meat is bought (24.8%), and the third level criterion in natura represented 75% in the frequency of consumption of pork. The consumer perception regarding the product was in third place (12.9%) while the product display were the most important (44.4%), the type meat cut (19.7%) and the product brand (13.2%). The understanding of consumers towards meat and its industrial derivatives is complex, and it is a critical issue for the food processing industry [14].

Although the place of purchase was not found to be an important decision, almost 60 of the answers bought pork at a supermarket, showing the relevance of this type of retailer and the trust established with consumers, which is a key factor in the purchase decision [START_REF] Horta | Strategies of signalization of pork quality to final consumer[END_REF]. Another important issue is relates to the information in the label of the product, which helps the consumer while selecting food products.

Preferences criteria

The criteria related to meat quality which is known as an important factor in the consumers buying decision was 77.8%. Within the sub-criteria the items such as sensorial factors, which are related to tenderness and texture contributed to this results with 59.8%. Sub-criteria associated to health issues an nutritional characteristics of had similar weight (10.4%), while ethnic factors did not impact in the frequency of consumption. This difference in the results occurs due to the notion the consumers perceive regarding tangible attributes at the time of purchasing [START_REF] Perez | The pork industry: a supply chain perspective[END_REF], which reflects the purchasing decision on the product. The pork has good sensory attributes and consumers consider it a tasty meat [START_REF] Santos | Consumer market of swine meat and derivatives in rio largo-AL[END_REF]. Consumers also consider an expensive meat combined with low/average household income, which should influence the frequency of consumption.

With respect to the preferred types of meat by Brazilian consumers and the items which lead them to no consumption of pork, it was noted that beef is the direct competitor of pork (47.0%), agreeing with the demotivation of meat consumption. The sub-criterion 'no preference for pork meat' resulted in 33.6%. The poultry meat and fish are also important in the decision of buying high protein products (17.1%); however, the pork obtained a reasonable good score (13.9%). It is not yet clear which are the items that discourage Brazilian pork consumer, as the sub-criteria health, myths and various other concerns have together 33.6% of the weight in the purchasing decision, showing that there is still a lack of knowledge about the features and benefits of pork [START_REF] Santos | Consumer market of swine meat and derivatives in rio largo-AL[END_REF]. Apparently there are consumers still keeping the idea that pork is harmful to health, due to its fat content, and not appropriate to consumption in the Brazilian diet.

Cultural aspects and price also were found important in not buying pork, and they represented only 14.1% in consumers? preference. Religion was not an issue in the purchase decision.

Challenges of the Pork Supply Chain in Brazil

The challenges of the supply chain of pork in Brazil is beyond the aspects of meat production and processing, but it involves the factors surrounding the trade and changes in eating habits of Brazilians. Meat and its by products consumption may be affected by the quality characteristics (sensory, safety and convenience), and others as animal welfare, sustainable production process [START_REF] Perez | The pork industry: a supply chain perspective[END_REF], [START_REF] Trienekens | Requirements of supply chain management in differentiating european pork chains[END_REF], [14]. The analysis of consumer eating behavior and consumption frequency may need an overview on the supply chain in many relevant actions in product improvement, or yet in the development of new strategies to increase demand through consumer incentives. The considerable increase in the consumers and stakeholders demands in late years are impacting Brazilian pig production. Recent research shows that, at low cost (efficiency in the processes of production and processing, logistics) and high quality (food safety, low environmental impact, animal welfare, traceability) are primordial aspects to competitiveness [START_REF] Trienekens | Requirements of supply chain management in differentiating european pork chains[END_REF].

Results from the present study showed that pork quality parameters were the most important factors with respect to the preference criteria, the criterion market price and household income from the social criterion. It is needed an integration between producers, industries and wholesalers/retailers, and government to develop strategies to facilitate the increase in pork demand.According to other studies, Brazilian pork consumption is related to household income [START_REF] Santos | Consumer market of swine meat and derivatives in rio largo-AL[END_REF]. Therefore, the income increase in the last year generates good opportunities in the meat sector [START_REF] Kaimakoudi | Consumers attitudes towards fisheries products[END_REF].

Both prices of fresh and processed meat are highly valued and consumed by Brazilian. The key factor inhibiting the consumption increase is the price, and the price reduction implies in strategic decisions within the supply chain.

Conclusion

The results of the study allowed the identification of three key points related to the low consumption of pork by Brazilians, which are the household income, the price, and meat quality. The increase in pork consumption might depend on solutions to address the gap between socioeconomic variables and market.

Fig. 1 .Fig. 2 .

 12 Fig. 1. Summary of the criteria and sub-criteria weights

Fig. 3 .

 3 Fig. 3. Weights found for the attributes social status, market and preferences (A) and pork consumption (B)

Table 1 .

 1 Sample distribution by the gender, country' regions, age, degree of education, marital status, and household income

	Response	North Northeast Midwest Southeast South	All	p-value
	Options
		17(2.8) * 31(5.2) 241(40.2) 200(33.3) 111(18.5) 600(100.0)
	Gender
	Female	9(2.7)	22(6.5) 130(38.9) 112(33.5) 61(18.4) 334(55.6) 0.686
	Male	8(3.0)	9(3.4) 111(41.7) 88(33.0) 50(18.9) 266(44.4)
	Age (years)
	13-17	-	-	6(60.0)	2(20.0)	2(20.0)	10(1.6) 0.275
	18-21	2(1.4)	4(2.8)	84(60.8) 20(14.5) 28(20.5) 138(23.0)
	22-30	5(2.6)	13(6.8)	74(39.2) 52(27.6) 45(23.8) 189(31.5)
	31-40	2(1.6)	6(4.8)	45(36.3) 55(44.3) 16(13.0) 124(20.6)
	> 40	8(5.7)	8(5.7)	32(23.1) 71(51.1) 20(14.4) 139(23.1)
	Education
	SC	13(4.2)	19(6.2)	78(25.6) 142(46.4) 54(17.6) 306(51.0) 0.020
	SI	4(1.9)	6(2.8) 112(53.0) 36(17.2) 53(25.1) 211(35.2)
	M	-	4(8.1)	28(57.1) 14(28.5)	3(6.3)	49(8.2)
	F	-	(4.0)	19(76.0)	4(16.0)	1(4.0)	25(4.1)
	Sc	-	1(1.2)	4(4.4)	4(4.4) -	9(1.5)
	Marital sta-
	tus
	Single	7(2.0)	17(4.8) 160(45.9) 94(27.0) 70(20.3) 348(58.0) 0.091
	Married	8(3.7)	11(5.1)	64(29.8) 95(44.2) 37(17.2) 215(35.8)
	Other	2(5.4)	3(8.2)	17(45.9) 11(29.7)	4(10.8)	37(6.2)
	Household
	income
	< 1	1(4.5)	2(9.0)	12(54.5)	4(18.2)	3(13.8)	22(3.6) 0.052
	1-3	3(1.5)	11(5.7)	93(48.3) 48(24.9) 38(19.6) 193(32.2)
	> 4	13(3.3)	18(4.6) 136(35.4) 148(38.5) 70(18.2) 385(64.2)
	* Consumers number and (%)

Table 2 .

 2 Adopted scale of importance

	Importance	Definition
	1	Equal importance
	2	Moderate importance
	5	Strong importance
	7	Very strong or demonstrated importance
	9	Extreme importance
	2, 4, 6, 8	Intermediate values

The authors wish to thank the CAPES.