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Abstract
Objective: To analyze the marketing process of vanilla and to identify its limitations in the Sierra Nororiental of the State of Puebla, Mexico, in order to propose timely actions that will benefit regional producers who work in small plots. Design/Methodology/Approach: A mixed method questionnaire was applied to n=68 key participants of the municipalities of Huehuetla, Caxhuacan, Ixtepec, Hueytlalpan, Olintla, Jonotla, Cuetzalan del Progreso, Tuzamapan de Galeana, and Tlatlauquitepec. All the municipalities are located in the Sierra Nororiental of the State of Puebla, Mexico. Results: The commercialization of the product is a major problem for producers. Although they have the required experience from the sowing to the harvesting of the product, intermediaries pose an important problem. Producers are not organized and, consequently, they lack the conditions to receive specific training for each link of the chain. There are no leaders that can influence, encourage, or inspire producers to achieve common objectives. Public support should be permanent and must encompass inclusion, training, support, technological exchange, and validation of the local lore. Study Limitations/Implications: The lack of a producer register for the vanilla production chain in the study area limited the number of participants of the survey. Findings/Conclusions: A producer organization would rearrange the vanilla value chain, facilitate the decision-making process, and propose long-term public policies. Leaders would encourage the members of the group, organizations, families, and communities to achieve common objectives. In addition, they would identify talents for the local and short-, medium-, and long-term development.