Marketing Sostenible y Valorización Comercial de la Jabuticaba: Oportunidades de Mercado Para una Fruta Funcional de Origen Territorial
DOI:
https://doi.org/10.70577/245wr549Palabras clave:
marketing, desarrollo sostenible, comercialización, productos agrícolas, alimentos funcionales.Resumen
La transformación reciente de los sistemas agroalimentarios incrementó el interés académico y comercial por frutas nativas con potencial nutricional y funcional. Sin embargo, numerosas especies con alto valor bioactivo permanecieron subutilizadas en los mercados internacionales debido a limitaciones en su posicionamiento comercial y en las estrategias de valorización territorial. En este contexto, la jabuticaba (Plinia cauliflora), fruta originaria de Brasil caracterizada por su crecimiento caulifloro y su elevado contenido de compuestos antioxidantes, ha sido identificada como un recurso agroalimentario con posibilidades de inserción en mercados especializados de alimentos funcionales. El objetivo de este estudio consistió en analizar las oportunidades de valorización comercial de la jabuticaba como fruta funcional de origen territorial desde la perspectiva del marketing sostenible. La investigación se desarrolló mediante un enfoque cualitativo basado en revisión sistemática de literatura científica publicada entre 2020 y 2025. Se consultaron bases de datos académicas internacionales, entre ellas Scopus, Web of Science, ScienceDirect y Google Scholar. Los resultados indicaron que la jabuticaba posee atributos funcionales y simbólicos capaces de generar valor en mercados diferenciados asociados al consumo saludable, productos naturales e identidad territorial. Asimismo, el análisis permitió identificar limitaciones relacionadas con la estacionalidad del fruto, la logística de comercialización y el bajo reconocimiento del producto fuera de su región de origen. Los hallazgos sugieren que estrategias de marketing sostenible basadas en funcionalidad nutricional y origen territorial pueden fortalecer su posicionamiento comercial.
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