Resumen

AGUILAR POAQUIZA, Juan Bladimir; AVALOS PENAFIEL, Víctor Gabriel; MONCAYO SANCHEZ, Yolanda Patricia  y  CARRION TORRES, Marco Vinicio. Fair trade an strategic option to improve the agricultural marketing system. Investigación y Negocios [online]. 2021, vol.14, n.23, pp.49-63.  Epub 30-Jun-2021. ISSN 2521-2737.  https://doi.org/10.38147/invneg.v14i23.127.

The phenomenon of agricultural product marketing systems is not alien to the context of the business economic regime, where producers, intermediary traders and consuming public converge as main actors. Knowing that the application of the principles of fair trade allows to improve the kidney tomato marketing system for the benefit of the farmers of the Licto parish (Canton Riobamba, Chimborazo province), is the objective of the scientific article. The study was designed with a mixed quantitative and qualitative approach, using deductive and inductive methods, with descriptive, cross-sectional and non-experimental research, using a survey designed as a field study instrument, applied to 355 kidney tomato agricultural producers. of an Economically Active Population of 4629 horticulturists, who commercialize their production in the Municipal Public Company Market of Agricultural Producers San Pedro de Riobamba EP-EMMPA (Wholesale Market of Riobamba Ecuador); The study carried out during the second semester of 2019 was completed with documentary and bibliographic research. The results revealed that the application of the philosophy of fair trade allows obtaining an adequate marketing system for agricultural products, for the benefit of farmers, 90% of growers say so. It is concluded that fair trade helps to improve the agricultural marketing system and comply with the principles of social, popular and solidarity economy, being very useful for the agricultural producing sector.

Palabras clave : Production; agriculture; trade; producer; economy; management.

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