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TRACES (Trade Control and Expert System) is a veterinary health network created by the European Union to certify and monitor trade of animal products. This research aims to identify the factors that explain why few Brazilian farmers recognized adoption of the TRACES certification as a valuable opportunity. A farm is required to adopt traceability and a set of associated technologies to obtain certification. A sample of 84 beef cattle farms provided data for the testing of the hypotheses by means of a bivariate logit model. The recognition of the opportunity is positively correlated with previous experience with other quality programs, access to up-to-date information, a more diversified life experience, and active participation in relationship networks

Determinants of recognition of TRACES certification as valuable opportunity at the farm level in São Paulo, Brazil