The manifestation of fair trade in hybrid social organizations and its consequences on workforce training in cooperatives

The aim of this article is to analyze how the workforce profile of a fairtrade-certified coffee growers cooperative, has the potential to influence the hybrid organization project. The theoretical discussion is based on organizational hybridism and the fair trade movement established by the Fairtrade system. The investigation was conducted qualitatively, based on a case study conducted in a cooperative in the interior of Espírito Santo. Data collection was performed based on the triangulation of semi-structured interviews; with the members of the cooperative, observations; carried out in the premises of the organization and rural properties of the cooperative members and, documents; provided by the organization. Data analysis was developed by the content analysis technique using Atlas.ti software. The main results point to the formation of a profile influenced by the demands of the local community, as a means to align the particular interests with the purpose of certification, thus subverting the market interests, printing your identity and ensure the performance in a hybrid way.