Cleaner production as a green marketing strategy in the sustainable development of the artisanal beer industry

Abstract

The food industry, especially the alcoholic beverages sector, is one of the sectors that consumes a representative fraction of water, of inputs, besides being a great generator of waste. Of note in this sector are the artisanal breweries that have expanded the consumer market, requiring environmental management that make the artisanal process more environmentally and economically sustainable. In this way, the objective of this work was to apply and evaluate the practices of the cleaner production and the water footprint in the craft beer sector proposing sustainable changes in the productive process and promoting green marketing strategies. The qualitative and quantitative research has associated a case study with field research to apply the cleaner production practices and the water footprint in the artisanal beer industry located in the city of Maringá - PR. The study analyzed the resources used and the waste generated in the production process of artisanal beer in an industry with monthly production is 8 to 10 thousand liters. In the application of the water footprint was obtained the value of 2 liters of water / for each liter of beer. The practice of sustainable management of the industry by cleaner production proved to be efficient by detecting in what stages raw materials and resources are being wasted. Application of cleaner production has achieved the goal of providing the entrepreneur, in addition to environmental benefits, cost reduction and improvement of production processes that can promote sustainability and green marketing of the craft beer industry.