Estrategias para la comercialización y visibilización del sector productor de Yacón en el municipio de Boyacá, Boyacá.

Abstract

This undergraduate research project arises from the challenges faced by the yacón production sector, particularly those related to the lack of product visibility and weaknesses in commercialization processes. For this reason, its purpose is to establish strategies for the commercialization and visibility of the yacón production sector in the municipality of Boyacá, Boyacá. The methodology implemented is of a mixed nature, integrating qualitative and quantitative techniques through the application of surveys to potential consumers and interviews with producers in the sector, in order to analyze their productive, commercial, and logistical conditions. Among the main results, a low level of awareness of yacón was identified: 41% of respondents associated it as “unknown,” and 33.6% stated that they do not consume it because “they have not seen it for sale,” demonstrating the product’s limited presence in accessible channels. However, there is a relevant potential market, as 76.1% indicated they would be willing to try it if they knew more about its characteristics and benefits. On the production side, traditional practices, low levels of technological adoption, and a lack of promotional strategies were identified, along with dependence on intermediaries and insufficient commercial training. The expected impact of the project lies in providing strategic guidelines to enhance the visibility of yacón, strengthen the commercial capacities of producers, diversify distribution channels, and position the tuber as a functional food with competitive potential in local and regional markets.