Sustainable Marketing and Commercial Valorization of Coyol de Sabana as an Underutilized Exotic Fruit in Panama
DOI:
https://doi.org/10.70577/asce.v5i3.1012Keywords:
sustainable marketing; non-traditional agricultural products; commercialization; circular economy; rural development.Abstract
The coyol de sabana, also known as coquito de aceite, is a wild palm fruit found in several rural regions of Panama that, despite its significant economic potential, remains underutilized and largely excluded from formal commercialization channels. In a global context characterized by the search for sustainable production models, circular economy principles, and the valorization of local resources, this exotic fruit represents a strategic opportunity for value creation through marketing approaches. The objective of this article is to analyze the commercial valorization potential of coyol de sabana through the application of sustainable marketing, territorial marketing, and value-based marketing frameworks, identifying opportunities for market insertion in emerging sectors. The study adopts a qualitative applied approach based on a systematic documentary review of scientific literature, technical reports, and previous studies related to the commercialization of exotic products, vegetable oils, and forest by-products. The findings indicate that coyol de sabana possesses functional, symbolic, and environmental attributes that support its positioning in niche markets associated with natural cosmetics, alternative food products, and sustainable goods. However, the lack of branding strategies, standardization processes, and formal distribution channels currently limits its economic exploitation. The study concludes that the implementation of sustainable marketing strategies focused on differentiation, origin, and environmental value can significantly contribute to the commercial re-signification of coyol de sabana, fostering rural development and local value generation.
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