Value addition in horticulture in the liquid modernity

This paper analyzed the perception of family farmers about the ways of adding value to horticultural products in the liquid modernity. For this, it was used the exploratory-descriptive research of phenomenological approach, with qualitative nature. It was concluded that farmers are not clear about what value addition is, despite the fact that they use some variables. It was found that they receive little or no technical assistance, that they have not received orientation about management, and observed that they do not seek information about the market. This shows that farmers are not prepared to face the challenges contained in liquid modernity, which is fluid, and has as its main characteristic the speed of change, including in commercial relations.