ABSTRACT
This chapter discusses the result of research into the impacts of technological transformations and market determinations on the socio-professional identity of household producers of milk in the State of Rio Grande do Sul. The great majority of these household milk producers are involved in more than two commercialized agricultural products. In Brazil, increasing competition within the production chains represents a strategic challenge to development and to the affirmation of its presence in the international consumer market. It is interesting to investigate the impacts on the household milk producers' identity as a result of their introduction into a new production chain whose dominant rings try to be competitive. The socio-cultural and professional identity of the household milk producers in the South of Brazil finds itself in a permanent dynamic relation with economic, socio-cultural and environmental factors. Regarding socio-cultural identity, the transformations in progress affect these producers in different ways.
