Abstract
This article presents an analysis of reciprocity in agricultural products marketing in Brazil. The work is based on an important literature review as well as the author’s field research in several countries and in three main regions of Brazil: Northeast, Amazon and the Midwest. The text is divided into two parts. The first presents the theoretical frame work about markets and reciprocity; the second is derived from four case studies in Brazil: the relations of proximity in agricultural markets, fair trade, product certification and public purchases in family farming.