The Theory of the Costs of Transaction disciplines that in a certain market there must
exist a flow of information, in way to propitiate a favorable atmosphere to the decrease
of the uncertainty and asymmetry of information that would avoid the fraud attitudes
and consequently the reduction of the transaction costs. In the organic agriculture the
certification formally established it is the only instrument that guarantees that the
product can really be classified as organic. This essay starts from the presupposition that
a solid institutional ambient can guarantee a reputation to the producer and the retail
companies giving to the consumer the faith in their words even without the presence of
a formal organic certification and reducing the transaction costs. It is tried to answer the
following inquiries: (i) can the transaction costs be reduced by the relationship of trust
among the producers/merchants to the consumers and retail companies and of the retail
companies for the consumers? (ii) will the consumer be able to, to have certainty that is
acquiring a product classify as organic, given there is an asymmetry of information in
certain situations and the actions opportunists' latent possibility? The conclusion was
that, the transaction costs regarding commercialization of the organic products of the
Fair Agroecológica of Maceió, they can be decreased having a favorable atmosphere to
attitudes opportunists, uncertainty and a high situation of asymmetry of information,
once the consumer possesses the faith that it is consuming a product of organic origin,
based on his/her trust relationship with the producers/merchants and of the support of
SEBRAE/AL corroborating the hypothesis that a solid institutional atmosphere should
reduce the uncertainties and to inhibit the practices opportunists on the side of the
agents