"E SE COLOCAR PIMENTA?": A CONSTRUÇÃO EMPREENDEDORA DA CHILLI BEANS

Crescentemente, as marcas ocupam maior relevo no desempenho de mercado das empresas. A abordagem mais comum na teoria de gestão de marcas é de orientação estratégico-gerencial. No entanto, muitas marcas tornaram-se exitosas adotando uma lógica "não convencional", indicando uma construção empreendedora de marca, pautada, sobretudo, pela intuição. Identificamos a Chilli Beans como uma marca que ilustra esse fenômeno. O objetivo do estudo foi identificar as práticas adotadas pelo empreendedor da marca para torná-la exitosa. Para investigá-la, adotamos a narratologia como meio de reconstruir a história da marca. Os dados foram coletados por meio de entrevistas narrativas e dados secundários. Os resultados revelam vários aspectos adotados nesse processo, os quais são compreendidos sob a perspectiva do marketing empreendedor. Assim, o estudo contribui para o entendimento desse fenômeno por chamar a atenção para aspectos pouco investigados no campo do marketing: uma abordagem empreendedora da gestão de marcas.

Loja de experiência, trabalho emocional e consumo: o trabalho dos vendedores e gerente da loja para a transmissão da experiência da marca Chilli Beans

O objetivo desta dissertação é compreender a forma como se estrutura o trabalho dos vendedores e gerente de uma loja de experiência para a transmissão da experiência da marca. O embasamento teórico que deu sustentação à pesquisa aborda discussões sobre o aspecto experiencial do consumo (Holbrook & Hirchsman, 1982b Pine & Gilmore, 2000), experiência da marca (Brakus et al., 2009) e trabalho emocional (Hochschild, 1982; Korczysnki, 2005). Este estudo buscou, através dos métodos shadowing e etnografia de curto prazo, analisar o trabalho dos vendedores e gerente de uma loja de experiência de marca brasileira Chilli Beans, para identificar como estes trabalhadores transmitem a experiência da marca aos consumidores. Os resultados foram coletados durante 45 dias de pesquisa em campo, realizada na loja de experiência da marca Chilli Beans localizada na Rua Oscar Freire, em São Paulo. Ao longo da pesquisa de campo foi possível obter informações sobre a rotina dos trabalhadores, treinamentos, reuniões de avaliação de desempenho e eventos, que proporcionaram a compreensão sobre o trabalho realizado na loja de experiência. Além disso, foram realizadas entrevistas com cinco funcionários da loja, do sexo feminino e masculino, entre 18 e 26 anos, residentes na cidade de São Paulo. Os resultados demonstraram que os trabalhadores utilizam o trabalho emocional para a transmissão da experiência da marca. O trabalho destes vendedores se caracteriza pela busca do atendimento pleno do consumidor, mediante interação emocional, soberania e encantamentos que direcionam o consumidor à aquisição de seus produtos. Para isso, a marca lança mão de treinamentos que objetivam desenvolver as habilidades e técnicas dos vendedores para envolver emocionalmente o consumidor, a fim de direcioná-lo à compra do produto.

Impact Of Chemical Changes On The Sensory Characteristics Of Coffee Beans During Storage.

Sensory changes during the storage of coffee beans occur mainly due to lipid oxidation and are responsible for the loss of commercial value. This work aimed to verify how sensory changes of natural coffee and pulped natural coffee are related to the oxidative processes during 15 months of storage. During this period, changes in the content of free fatty acids (1.4-3.8 mg/g oil), TBARS values (8.8-10.2 nmol MDA/g), and carbonyl groups (2.6-3.5 nmol/mg of protein) occurred. The intensity of rested coffee flavour in the coffee brew increased (2.1-6.7) and 5-caffeoylquinic acid concentration decreased (5.2-4.6g/100g). Losses were also observed in seed viability, colour of the beans and cellular structure. All the results of the chemical analyses are coherent with the oxidative process that occurred in the grains during storage. Therefore, oxidation would be also responsible for the loss of cellular structure, seed viability and sensory changes.

Collimated scanning LS-INAA for testing trace elements homogeneity in Brazilian coffee beans

The degree of homogeneity is normally assessed by the variability of the results of independent analyses of several (e.g., 15) normal-scale replicates. Large sample instrumental neutron activation analysis (LS-INAA) with a collimated Ge detector allows inspecting the degree of homogeneity of the initial batch material, using a kilogram-size sample. The test is based on the spatial distributions of induced radioactivity. Such test was applied to samples of Brazilian whole (green) coffee beans (Coffea arabica and Coffea canephora) of approximately I kg in the frame of development of a coffee reference material. Results indicated that the material do not contain significant element composition inhomogeneities between batches of approximately 30-50 g, masses typically forming the starting base of a reference material.

Seed phytate and protein content in beans depending on the application of basalt powder

Seed phytate and protein content in beans depending on the application of basalt powder. The content of phytate in the grains is correlated with the supply of phosphorus to the plant, but there is a lack of knowledge as to possible effect of slower availability of nutrients in the soil. The objectives of this study were to assess the effect of rock powder, alone or combined with cattle manure, on the productivity, levels of phosphorus, protein and phytate content in beans. The experiment was carried out in a randomized blocks design, with four replications. The treatments were control (limestone, granite and natural phosphate); conventional fertilization; powder basalt (2.5, 5.0, 10.0 and 20.0 ton. ha(-1)); cattle manure, and doses of powder basalt with cattle manure. In the treatment with conventional fertilizer, the total phosphorus content in grain was higher than the control, but the application of powder of basalt did not show a difference significant. Increase in the doses of basalt powder increased the phosphorus content, but phytate content remained constant. Basalt powder proved to be an alternative to maintain low levels of phosphorus in the form of phytate in the grains.

Effect of cooking on non-starch polysaccharides of hard-to-cook beans

Experiments carried out to study changes induced by hard-to-cook (HTC) phenomenon in the non-starch polysaccharides of beans stored at 30 degrees C and 75% RH for 8 months showed that the development of HTC did not affect the amounts of soluble and insoluble fibre in cooked seeds but changed their carbohydrates physical properties. Aged beans non-starch polysaccharides presented lower water-solubility and underwent lower degradation of galacturonans and arabinose-rich polysaccharides when submitted to cooking. The decrease in non-starch polysaccharides water-solubility produced a shift in the polymers fractionation profile which resulted in an increase of weak and middle-alkali soluble polymers bulk as well as in their arabinose and uronic acid contents. Uronic acid contents were higher in polymers released by 1 M NaOH and in the cellulose-rich residues while the arabinose contents were higher in the mild-alkali soluble polymers of aged seeds. Methylation analysis showed no evident alterations in the xyloglucans and arabinans branching degree with beans ageing. However, both, the molecular mass of water-soluble pectins and CDTA-soluble pectins, increased. Even though changes in the non-starch polysaccharide solubility were not related to the decrease in the arabinan and xyloglucan degree of branching they may be related to the formation of new chemical interactions other than hydrogen bond. There was a correlation between acidic and neutral polysaccharides insolubilisation in beans ageing and probably in beans hardening. After processing, aged seeds present higher amounts of insoluble fibre when compared to normal beans. (C) 2008 Elsevier Ltd. All rights reserved.

EVALUATION OF THE INFLUENCE OF THE PROTEINIC QUALITY OF THE GENETICALLY MODIFIED AND ORGANIC SOY BEANS IN THE GROWTH OF TWO GENERATIONS OF RATS WISTAR

Feijo, T.S., Cardozo, SX, Daleprane, J.B., Sabaa Srur, A.U.O. & Boaventura, G.T. [Evaluation of the influence of the proteinic quality of the genetically modified and organic soy beans in the growth of two generations of rats Wistar.] Avaliacao da influencia da qualidade proteica da soja geneticamente modificada e organica no crescimento de duas geracoes de ratos Wistar. Revista Brasileira de Medicina Veterinaria, 31(3):139-144, 2009. Programa de Pos-Graduacao em Patologia, Hospital Universitario Antonio Pedro. Centro de Ciencias Medicas, Universidade Federal Fluminense. Rua Marques do Parana, 303, Niteroi, RJ 24030-210, Brasil. E-mail: sergian@ufnj.br Sixty four Wistar rats, male of two consecutive generations determined as F(0) and F(1) were used to study the cumulative effect of two variety soy beans, cultivated with organic seasoning and genetically modified, The animals of each generation were divided into three groups of eight rats each fed on diets consisted of organic soy, soy genetically modified and casein respectively. All the animals received water and the diet ad libitum for period of 28 days. Where the diet consumption and the animals weight were evaluated. After statistic analysis of the results no expressive differences were observed on diet consumption, weight variation, protein efficient ratio and food efficiency ratio on same group of animals in the different generations. On the other hand, significant difference was found on final proteinic retention on animal descendants of the same groups; however of different generations. With this, the supplementation of organic soy with L-cistin provided better avail of this protein in relation to the protein of the soy genetically modified. However, this supplementation did not reveal efficiency in keeping the proteinic employment from one generation to another one, since soy varieties presented better performance on F(0) generation when compared with F(1).

Effect of storage time and conditions on the seed coat colour of Australian adzuki beans

Two varieties of adzuki beans (Vigna angularis), Bloodwood and Erimo, were stored at temperatures of 10, 20 or 30degreesC, and relative humidities (RH) 40 or 65%, and samples were analysed at 0, 1.5, 3 and 6 months. Storage at 30degreesC for > 1.5 months caused a significant decrease in the a(star) and b(star) colour values and darkening of the seed coat. Beans stored at 65% RH had lower L-star but higher a(star) and b(star) colour values than those stored at 40% RH. Bloodwood and Erimo samples showed similar trends in colour during storage. The best storage conditions for the preservation of the adzuki colour were 10degreesC and 65% RH. The Australian beans had lower L-star, a(star) and b(star) colour values than Japanese Erimo-shouzu beans and storage increased the difference.

Zinc supplementation, production and quality of coffee beans

Besides its importance in the coffee tree nutrition, there is almost no information relating zinc nutrition and bean quality. This work evaluated the effect of zinc on the coffee yield and bean quality. The experiment was conducted with Coffea arabica L. in "Zona da Mata" region, Minas Gerais, Brazil. Twelve plots were established at random with 4 competitive plants each. Treatments included plants supplemented with zinc (eight plots) and control without zinc supplementation (four plots). Plants were subjected to two treatments: zinc supplementation and control. Yield, number of defective beans, beans attacked by berry borers, bean size, cup quality, beans zinc concentration, potassium leaching, electrical conductivity, color index, total tritable acidity, pH, chlorogenic acids contents and ferric-reducing antioxidant activity of beans were evaluated. Zinc positively affected quality of coffee beans, which presented lower percentage of medium and small beans, lower berry borer incidence, lower potassium leaching and electrical conductivity, higher contents of zinc and chlorogenic acids and higher antioxidant activity in comparison with control beans.

Shape and size of jatropha beans (Jatropha curcas L.) during drying at different temperatures

This study was carried out to study the physical properties of the jatropha beans over the drying under six air conditions, based on measurements of roundness, sphericity, volume, superficial area, projected area and surface/volume ratio. Jatropha beans with moisture content around 0.61 (decimal d.b.) were subjected to thin-layer drying in oven with forced-air circulation under six temperature conditions (36, 45, 60, 75, 90 and 105 °C) and relative humidity of 31.7; 19.6; 9.4; 4.8; 2.6 and 1.5% respectively, until reaching the moisture content of 0.11 ± 0.006 (decimal d. b.). The results showed that the necessary time for jatropha beans to reach the moisture content of 0.11 ± 0.006 (decimal d.b.) were 1.5; 2.25; 3.0; 4.75; 6.75 and 12.0 h for the drying temperatures of 105, 90, 75, 60, 45 and 36 °C, respectively; and the reduction in the moisture content as well as the drying conditions promoted changes in the shape and reduced the size of the jatropha beans.

Selection of anthracnose resistant common beans using detached leaves in partially controlled environment

The objectives of this study were to evaluate the possibility of selecting anthracnose resistant common bean plants using detached primary leaves in partially controlled environment of a greenhouse and identify differences in the reaction of genotypes to anthracnose. The common bean cultivars Ouro Negro, OuroVermelho, ManteigãoFosco 11, Rudá, Rudá-R, VP8, BRSMG Madrepérola, Pérola, MeiaNoite and BRSMG Talismãwere characterizedfor resistance to the races 65, 81 and 453 of Colletotrichum lindemuthianum and the method of detached primary leaves was compared to the method with the traditional inoculation of plants at the phenological stage V2. The lines Rudá, Rudá-R and Pérola were inoculated with the races 65 and 453 of C. lindemuthianum, aiming to assess the rate of coincidence of anthracnose severity by both inoculation methods. In general, the two methods presented similar results for the reaction of the cultivars. The use of detached primary leaves of common bean plants in the partially controlled environment was feasible for selection of plants resistant to anthracnose and has the advantages of low-needed infrastructure and reduction of resources, space and time.

Productivity of irrigated beans due to sources of stabilized nitrogen fertilizer and controlled release

ABSTRACT New nitrogen fertilizers are available in the market actually, however, does not have results on the efficiency of the Cerrado conditions. With that objective of this study was to evaluate the effect of urea including stabilized and controlled release urea on yield of irrigated common beans (Phaseolus vulgaris L) in no-tillage system. The experiment was conducted in the winter crop, at Embrapa Arroz e Feijão, in Santo Antônio de Goiás, State of Goiás, Brazil. The experimental design was randomized blocks, with five replicates. Treatments consisted of five N sources (urea, urea + NBPT, urea + polymer, ammonium sulphate, and ammonium nitrate) and a control (without N) being applied 20 kg ha-1 of N at sowing and 80 kg ha-1 onf N in topdressing. We evaluated the chlorophyll content in leaves of common beans, the leaf N content and dry mass weight (MSPA) in the flowering of common beans, the number of pods per plant, number of grains per pod, mass of 100 grains, grain yield and final stand of the common beans. The sources of nitrogen fertilizer did not influence, leaf N content, the mass of MSPA and the relative chlorophyll index of common beans. The use of polymerized urea and urea with urease inhibitor, did not produce increases in the number of grains per pod, number of pods per plant, mass of 100 grains and common beans yield compared to traditional sources of N, urea, ammonium sulfate and ammonium nitrate.

Co-inoculation of Rhizobium tropici and Azospirillum brasilense in common beans grown under two irrigation depths

ABSTRACT The alternative technique of co-inoculation or mixed inoculation with symbiotic and non-symbiotic bacteria has been studied in leguminous plants. However, there are few field studies with common beans and under the influence of the amount of irrigated water. Thus, the objective of this study was to evaluate the efficiency of inoculation and co-inoculation of common beans with Rhizobium tropici and Azospirillum brasilense under two irrigation depths. The experiment was carried out in the winter of 2012 and 2013, in Selvíria, state of Mato Grosso do Sul. The experimental design was composed of randomized blocks in split-plot scheme with two irrigation depths in the plots (recommended for common beans and 75% of the recommended) and five forms of nitrogen (N) supply in the split-plots (control non-inoculated with 40 kg ha- 1 of N in topdressing, 80 kg ha- 1 of N in topdressing, A. brasilense inoculation with 40 kg ha-1 of N in topdressing, R. tropici inoculation with 40 kg ha-1 of N in topdressing, and co-inoculation of A. brasilense and R. tropici with 40 kg ha- 1 of N in topdressing) with four repetitions. Co-inoculation increased nodulation in the second year of cultivation. None of the evaluated treatments increased the grain yield in relation to non-inoculated control with 40 kg ha-1 of nitrogen in topdressing, which presented average yield of 2,200 kg ha-1. The use of 75% of the recommended irrigation depth provides similar grain yield to the recommended irrigation depth in common beans cropped in winter.

Albedo and estimates of net radiation for green beans under polyethylene cover and field conditions

This paper describes the albedo (r) and estimates of net radiation and global solar irradiance for green beans crop (Phaseolus vulgaris L.), cultivated in greenhouse with cover of polyethylene and field conditions, in Botucatu, SP, Brazil (22º 54' S; 48º 27' W; 850 m). The solar global irradiance (Rg) and solar reflected radiation (Rr) were used to estimate the albedo through the ratio between Rr and Rg. The diurnal curves of albedo were obtained for days with clear sky and partially cloudy conditions, for different phenological stages of the crop. The albedo ranged with the solar elevation, the environment and the phenological stages. The cloudiness range have almost no influence on the albedo diurnal amount. The estimation of radiation were made by linear regression, using the global solar irradiance (Rg) and net short-waves radiation (Rc) as independent variables. All estimates of radiation showed better adjustment for specific phenological periods compared to the entire crop growing cycle. The net radiation in the greenhouse has been estimated by the global solar irradiance measured at field conditions.

Effect of arcelin protein on the biology of Zabrotes subfasciatus (Boheman 1833), in dry beans

Arcelin is a seed protein found in wild beans (Phaseolus vulgaris) which gives resistance to Mexican bean weevil, Zabrotes subfasciatus (Boheman 1833) (Coleoptera: Bruchidae). Studies were carried out with the objective of estimating the effect of four alleles of protein arcelin (Arc1, Arc2, Arc3 and Arc4) on the biology of Z. subfasciatus. The experiment was carried out in laboratory at Embrapa-Centro Nacional de Pesquisa de Arroz e Feijão, in Santo Antônio de Goiás, GO, Brazil, under non controlled conditions. The highest levels of antibiosis to Z. subfasciatus were observed in Arc1, with reduction in the number of eggs, number of emerged adults, adults longevity. In the line Arc2 only reduction in the number of emerged adults was observed. The lines Arc3 and Arc4 showed low efficiency on the reduction of progeny of Z. subfasciatus and effects in the longevity and egg-adult cycle were not detected. Insect sexual ratio was not altered by the presence of Arc1, Arc2, Arc3 and Arc4 in the seeds.