Diagnosis of the commercialization of gardenia (Gardenia jasminoides J.Ellis) in Veracruz, Mexico
Diagnóstico de la comercialización de la gardenia (Gardenia jasminoides J.Ellis) en Veracruz, México
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Ornamental horticulture is the cultivation of plants for decorative purposes. Gardenia is an important crop whose production and commercialization are lucrative activities for Veracruz. Objective. The study aimed to identify and examine the factors that favor production and commercialization in the main producing municipalities of Veracruz, Mexico. Methodology. Structured surveys were administered through the ‘snowball’ non-probabilistic sampling procedure. Results. The findings revealed that 56 % of the producers are male, with an average age of 44.5 years and an average formal education of 5.59 years. Income is generated from the sale of flower buds, bouquets, arrangements and plants. Atzacan is the main supplier (76.31 %) while Mexico City is the principal destination (34.88 %). The establishment of association-based business structures in the municipality of La Perla has generated efficient business practices and substantial profit margins, which primarily benefit intermediaries. Conclusions. Both the organizational structure and the supply chain play a crucial role in achieving successful marketing and significantly influencing the local economy. This study provides a detailed insight into commercialization dynamics, highlighting successful strategies implemented by traders.
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