Marketing and Commercialization Strategies of Cas (Psidium friedrichsthalianum) as an Exotic Fruit from Panama: Valorization in Local and International Markets
DOI:
https://doi.org/10.70577/cieninter.v4i2.34Keywords:
Agricultural Marketing; Sustainable Development; Tropical Fruits; Agro-Food Commercialization; Product Valorization.Abstract
The commercial utilization of underexploited tropical fruits has gained increasing attention as part of sustainable agricultural development and market diversification strategies. Among these products, cas (Psidium friedrichsthalianum) represents a promising alternative due to its nutritional properties, distinctive sensory characteristics, and potential applications within value-added agro-food markets. Despite these advantages, its market presence remains limited and its commercial potential has not been fully explored.
This study examined marketing and commercialization strategies for cas as an exotic fruit of Panama, focusing on consumer perceptions, market opportunities, and competitive differentiation factors. A mixed-method approach was employed, combining surveys, semi-structured interviews, and documentary analysis to obtain a comprehensive understanding of the product’s market potential.
The findings indicate that consumer acceptance increases when the fruit is associated with local origin, sustainability attributes, health-related benefits, and authentic territorial identity. Furthermore, opportunities were identified in specialty food segments, processed products, and markets oriented toward healthy consumption patterns. The results also suggest that digital communication tools, territorial branding, and product innovation can contribute significantly to increasing visibility and market recognition.
The study concludes that strengthening the commercial position of cas requires integrated strategies focused on value creation, product differentiation, brand development, and sustainable marketing practices. These actions may facilitate broader market access and support the long-term competitiveness of this tropical fruit in both domestic and international markets.
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