Who obtains the greatest profits in the marketing of vanilla in Papantla, Veracruz?: producers or intermediaries

Abstract

Objective: In order to determine the contribution of each agent in the benefits obtained in marketing of the vanilla (Vanilla planifolia J.) at Papantla, Veracruz, Mexico, it was calculated the commercialization margin in the following channels: green vanilla producer to curing vanilla consumer (channel 1) and green vanilla producer to extract vanilla consumer (channel 2).

Methodology: Processing coefficients of green vanilla to curing vanilla and extract of vanilla and sales prices in the cycle 2014 were used to calculate absolute and relative commercialization margins.

Results: The results indicate that in channel 1 the relative margins were 40% for the green vanilla producer, 10% for the broker, 42.0% for the collector and 8% for the retailer. In channel 2 the relative margins were 15.4% for the green vanilla producer, 3.8% for the intermediary, 16.2% for the collector and vanilla curer, 3.1% for the retailer, 53.8% for the extract collector of vanilla and 7.7% % for the extract retailer.

Implications: Previous margins indicate that the greatest value is generated in the curing and transformation of vanilla, therefore it is recommended to promote policies to add value to green vanilla.

Conclusions: All agents that participated in the vanilla marketing channel obtained profits, although this is significantly higher for agents that transform vanilla (producers of curing vanilla and extract of vanilla).