Differentiation of chayote production and marketing in Veracruz and associated business models

Abstract

Mexican chayote production has grown rapidly ever since it entered the United States market, leading to a productive and commercial differentiation among chayote companies. This research typifies chayote companies in the country’s main producing region based on their productive and commercial performance, describes their business models, and outlines their outlook. The data was obtained from semi-structured surveys of 29 chayote-producing and marketing companies in the Coscomatepec region of Veracruz. These companies were categorized using cluster analysis based on productive and commercial performance variables, and the business model components of each company type were subsequently described. The results show that producers with higher levels of education and those from the second generation of family businesses exhibit better performance. Their exporter business model is based on commercial strategies that have opened new markets and increased demand for regional chayote.

Another group corresponds to the so-called productive business model, which has focused on intensifying orchard production, achieving high yields and meeting exporters’ standards. The remaining companies follow the traditional business model, with little productive innovation and local sales, their participation being in the traditional regional market. In this way, the exporting companies act as the driving force behind a growing regional production that increasingly comes from companies that have intensified agricultural production, generating an interdependence that is generally favorable for both.