Diversification of Markets and Enterprises in the Exportation of Peruvian Blueberries

Carlos Montes Ninaquispe J.; Pedro Lizana Guevara N.; Johana Chavesta Paico S.; Vanessa Coronel Benites C.; Alberto Chombo Jaco J.; Paola Arias Gonzales H.; Orlando Morán Santamaría R. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.240

Resumen

This study analyzed the export of blueberries from Peru, focusing on the diversification of markets and companies. A quantitative and descriptive methodology was employed. Data was collected from the National Superintendency of Customs and Tax Administration of Peru (SUNAT), and the Herfindahl-Hirschman Index (HHI) was applied to quantify diversification. The findings revealed a significant increase in exports to the United States, United Kingdom, and Netherlands, with a notable rise in China. However, despite growth in the diversity of destinations, there was a concentration in target markets, with an HHI exceeding 3500 by 2023. On the corporate level, companies such as Camposol, Hortifrut-Peru, and Agrovision Peru showed remarkable growth, reflecting increased competitiveness and a decrease in market concentration, evidenced by an HHI below 700 in the same period. The study concludes by recommending expansion into emerging markets, particularly China, integration of sustainable agricultural practices, development of marketing strategies tailored to each market, and implementation of continuous market monitoring. These actions could strengthen Peru's position in the international blueberry market.

Instituciones: Universidad Tecnológica del Perú; Universidad César Vallejo; Universidad Católica Santo Toribio de Mogrovejo