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Abstract
Objective: To determine the marketing margins and direct participation of producers in Belize aimed to support the sustainable development of pitahaya. Design/Methodology/Approach: The information was collected between October and December 2022, implementing participatory workshops with producers and members of the pitahaya production chain in the Cayo and Orange Walk districts, Belize. Results: The producer and the consumer (90%) are the main participating agents of the pitahaya marketing process. The gross marketing margin amounted to 40%, which indicated that, for every dollar paid by pitahaya consumers, 40 cents went to the intermediaries, while 60 cents went to the producers. Study Limitations/Implications: An in-depth market analysis should be carried out. Findings/Conclusions: Pitahaya cultivation is just starting in Belize. Nevertheless, the country’s climate provides it with a high potential for success. The main marketing channel is made up of the producer and the final consumer. Belizean producers obtained 60% of the total price paid by the final consumer.