Organización y logística del mercado fresero onubense

Abstract

The full integration of Spain in the European Union, it has expanded and guaranteed consumption standards interested by strawberries, raspberries, cranberries and orange that constitute, in an era of the healthy diet, the impulsive purchase of all consumidor (Kemp, D., 1995)... and also the great business of the forefront agriculture, about which are grouped multitude of commercial agents with strategies and different market visions. From makes two decades, the Earth Llana of Huelva, the most southern sector of the province, it is being converting in the unquestionable space of the Spanish and European strawberry, being the second zone producing of the world, after California, by obviating comparative advantages of natural nature and human. However, the reduced potential of consumption, by demographic volume of the centers of strawberries production, makes indispensable count on external markets, removed hundred and thousands of kilometers. In this context, the logistics and commercial organization acquires a relevant paper in the viability of the agrarian developments, sinceon they depend, to a large extent, the economic profitability.