ESTRATEGIA DEL COMERCIO JUSTO PARA POTENCIAR EL NEGOCIO DEL BANANO ECUATORIANO.CASO GRUPO AGRíCOLA

Abstract

In the last decade, Ecuador’s banana industry has been affected by globalization and internal market regulations. Being the first generator of foreign currency non-oil sector of the country, it is vital to diagnose the cause and effect relationships and possible solutions to improve the efficiency and sustainability of the business. This paper focuses on a case study Grupo Agrícola Prieto, pursuing a strategy of sustainable development of business banana production and export through the fair trade certification (Fairtrade). This research analyzes the certification process conducted by the Grupo Agrícola Prieto under international standards of fair trade, benefits and impacts on the environment, economic and social. The methodology used in this paper was expert interviews and surveys of company employees. Study results allow a comparison of before and after the process performed by the Grupo Agrícola Prieto, including recommendations that could be applied to the banana production sector.