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Brazilian agriculture develops between extremes: on one side, systems portrayed as of high productivity and efficiency and, on the other, traditional systems of subsistence, often stigmatized as inefficient and environmentally degrading. In this article we present a discussion of the revaluation of the traditional production system called slash-and-burn, within the municipality of Biguaçu, Santa Catarina. We also discuss the strategies of access to different markets that have taken place due to the innovation and collective organization of farmers. This transformation originated from the knowledge of the real concerns and wishes of farmers who practice the system. They, allied to the participatory planning process, resulted in organizational, product and management  innovations. Through interinstitutional cooperation, there was a reinterpretation and valorization of the slash-and-burn, which is expressed by the environmental regularization of the system, in addition to the creation of a collective brand called "Valor da Roça". The use of the brand has helped in the reduction of informational asymmetry and has increased the farmers’ income. In summary, it changed from a contested and socially devalued system into an environmentally responsible production system and recognized for its differential in markets with higher added value

Estratégias de valorização dos produtos da agricultura tradicional em Biguaçu, SC: perspectivas de Mercado e conservação ambiental