O veganismo como vantagem competitiva na exportação: uma análise das barreiras regulatórias no processo de internacionalização da Fazenda Futuro para os Estados Unidos

Abstract

This study analyzes the challenges and strategies adopted by the Brazilian company Fazenda Futuro in the process of internationalizing its plant-based products, focusing on the period in which the company sought entry into the North American market. The research is qualitative in nature, with an applied approach and exploratory-descriptive purposes, and it was developed through bibliographic and documentary research, as well as a case study. The analysis addresses the fundamentals of foreign trade and the main theoretical models of internationalization, such as the Uppsala Model and the Eclectic Paradigm (OLI), in addition to the insertion of companies in the food sector within this context. It also examines the role of International Economic Law in foreign trade, with emphasis on non-tariff barriers, particularly sanitary and technical requirements imposed by the United States, including the Food Safety Modernization Act (FSMA) and labeling requirements established by the Food and Drug Administration (FDA). Furthermore, the study contextualizes the plant-based food market and discusses the relevance of international certifications as strategic instruments for competitive differentiation. The international trajectory of Fazenda Futuro during the analyzed period is then examined, highlighting the main challenges faced, as well as the opportunities and limitations identified in the North American market. The findings indicate that regulatory compliance, strategic positioning, and alignment with international standards are relevant factors in Fazenda Futuro internationalization process, also contributing to the understanding of the relationship between Law, business strategy, and foreign trade. Palavras