An export marketing for exporters of roots and tubers, plantain and palmheart in the Atlantic Zone of Costa Rica

Abstract

This study is primarily meant for Costa Rica exporters of roots and tubers, plantain and palm heart, which are non-traditional export crops. Export channels of these products are described and discussed. The exporter of agricultural non-traditional crops is the central actor in this report. The environment in which he operates influences his functioning. For this reason an overview of the whole export marketing channel is necessary to understand the actions of the exporter. The exporter fulfills a certain role in this channel. They operate as an actor in different markets. Buying markets are not physical markets like Cenada, Borbon, or Avenida 10, which are situated in the Valle Central near San José. Buying markets are in fact the contacts with intermediaries, small-scale farmers, associations or cooperatives. These contacts can be loose or laid down in contracts. Exporters are powerful in this market. Nevertheless they are confronted with certain constraints in the markets in which they operate. On the contrary, the small-scale farmers do not have a strong position in the export marketing channel. They provide the xporter with cheap resources. The problems at farm-level have consequences for the exporters as well as for the farmers themselves. The fact that small-scale farmers offer their produce in small quantities and the fact that quality of this produce differs among farmers, stimulates exporters to take their own private producing area into production.