ENTREPRENEURSHIP IN FAMILY AGRICULTURE: THE CASE EDUVAVI

The agroindustry Laticinios Eduvavi, a family-owned company, located in the countryside of Northwest Rio Grande do Sul state, in the region of the Middle High Uruguay, is active in the dairy segment with a wide range of products. The company was born based on Sandra's dream and that visualized the need of seeking a new income source for families, and the opportunity of family succession of agricultural property, without losing the essence of what they loved: the field, and family agriculture. Since 2016 acting on the local market, in the city of Frederico Westphalen (RS), presenting an expressive acceptance of its products through its consumers, it looks forward to expanding and becoming well known all over the state, but fears about its main innovation: the quality and flavor of its products, which is essentially colonial. The purpose of this case study is to assist Laticinios Eduvavi to decide its future, by presenting the real situation and its dilemmas that involves the expansion of the business without losing the quality of its products, and therebly, explore the reader's decision making based on quality and flavor versus quantity. It is suggested to promote the discussion amongst undergraduate students, with subjects related to business management, innovation, family agriculture innovation, decision making, among others that the teacher judges to be relevant to the discussed context.