| Summary: | This article discusses a case study on the relationship marketing practice between members of the supply chain
from a local productive arrangement of fruits and vegetables cultivation in the city of Veranópolis-RS. The aim
was to analyze the commitment and trust relations as a basis for strengthening the relations between wholesalers,
distributors and retailers, according to the relationship marketing practices. A qualitative approach, of
exploratory and descriptive character was used as the research method. In depth individual interviews were conducted
with the top executives of the companies studied, non-participant observation and document analysis.
The analysis technique used was content analysis. From the results it can be concluded that the presence of the
trust and commitment variables in the researched relations is the result of relevant and significant long-term
investment, involving joint planning. In the studied environment, sometimes the relationships of trust and commitment
are present in addition to the opportunism perceived in some relationships.
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