Resumen

HANG, Guillermo et al. Commercialization and consumption of tomato in La Plata, Argentina. An approach by focusing the production-distribution-consumption chain. Bioagro [online]. 2007, vol.19, n.2, pp.99-107. ISSN 1316-3361.

Abstract The world food industry has experienced significant changes in both supply (product diversification) and demand (consumer requirements). The tomato production, distribution and consumption in La Plata region, Argentina, has gone through important changes in the last twenty years, showing changes in the distribution channels and consumer preferences. There are several research papers mainly reviewing the characteristics of tomato production in the region. This paper focuses key issues related to the agricultural production-consumption chain of fresh tomato in La Plata, allowing the analysis of each specific link as well as the integral process. The methodology used semi structured interviews of different players (wholesale distributors, important retailers, and consumers). The results show that each player uses different strategies for marketing and distributing tomato in La Plata region, and highlights the different variables that impact consumption

Palabras clave : Marketing; supply and demand; Lycopersicon esculentum.