Plan de Negocio para la Producción y Comercialización de Fresa Pulverizada en el municipio de Soacha, Cundinamarca.

Abstract

This undergraduate thesis presents a business plan proposal for the family-owned company “Fresas La Frontera,” located in District 1 of the municipality of Soacha, Cundinamarca. Soacha, situated in the southern part of the department, had an estimated population of 782,647 inhabitants in 2023 (DANE, 2023), and covers a total area of 187 km², of which 85.6% corresponds to rural zones inhabited by only 1% of the population (Cataño, 2019). Despite its proximity to Bogotá and the agricultural potential of its rural districts, the region faces several challenges that hinder its agro-industrial development. “Fresas La Frontera” is dedicated to the cultivation and commercialization of high-quality Monterey strawberries. The farm has been a pioneer in Cundinamarca, being the first in the department to receive the Good Agricultural Practices (GAP) certification from the Colombian Agricultural Institute (ICA) and holds a health certification issued by the Municipal Health Secretariat. Currently, the company supplies major brands such as Crepes & Waffles, KFC, and Alpina. However, to increase its competitiveness, the company aims to implement a value-added transformation process by producing powdered strawberries with export potential. This project was conceived upon identifying both the needs and the opportunities to leverage the farm’s strengths and local agroecological conditions. It seeks to turn traditional production into an innovative, sustainable, and profitable model. The initiative integrates knowledge acquired through the ongoing postgraduate specialization program, combining academic training with practical experience to achieve an effective and realistic implementation. As part of the Integrated Professional Project (TPI) modality, this business plan aims to create a high-impact entrepreneurship focused on the production and commercialization of powdered strawberries. It proposes a comprehensive and applicable plan that addresses market demands while generating economic, social, environmental, and health-related benefits. Additionally, the project contributes to reducing food waste, promotes productive transformation, opens new market opportunities, diversifies farmer income, and encourages healthy consumption through the development of a high-quality, innovative product. Keywords: business plan, productive transformation, powdered strawberries, rural entrepreneurship, Soacha, value-added product.