RASTREABILIDADE DA CADEIA PRODUTIVA DO LEITE COMO FERRAMENTA DE DIFERENCIAÇÃO MERCADOLÓGICA/THE TRACKING OF MILK PRODUCTION CHAIN AS A TOOL OF MARKET DIFFERENTIATION

The Milk Production Chain (MPC) seeks alternatives to recover its image before the Brazilian public opinion, after findings of adulteration in the composition of its main raw material (raw milk ). A diagnosis of tracking was accomplished in the agrifood sector, observing what was its applications related to product marketing distinction tool. The study was made through bibliographic exploratory research and secondary data of the milk production chain. It has been found examples of food production chains that implemented tracking, and from that, achieved competitive advantages to their products, such as the Willingness to Pay -- WTP. Therefore, it is concluded that tracking incorporated into quality tool when coupled to marketing strategies, can create a positive image of the product, to inform to end customers, their characteristics related to food security.