Consumo da tradição: a inserção do queijo coalho de Jaguaribe-CE no mercado de produtos artesanais, (1970-2010)

Abstract

This text deals with the process that producers of artisanal cheese from the municipality of Jaguaribe Ceará -, since the last decades of the 20th century, spent/spend to adapt their products to the so-called "Good Manufacturing Practices", and how they use the prospect of "PATRIMONIALIZATION" of "know-how" as a distinguishing element in the market for handmade products. We observed as public agents from different areas of knowledge invested beyond their technical functions, interfering with the development of meanings and interpretations on "preservation and memory", "tradition and the local know-how". We sought to understand and presenting the communicative existence between the subjects of the productive chain of artisanal cheese through a narrative in which ideas as of tradition, memory, craft, culture are perceived as having elements capable to present goods as having a local contribution. We investigated how public agents engaged in a narrative configuration of scholars on Brazilian History starting from the beginning of the Twentieth Century, being appropriated in different temporal landmarks, as the years 1970 to 1979 and the current times.