A mixed methods qualitative approach outlining a strategic and operational agenda for the pawpaw value chain in the eastern US

Abstract The latest global scale occurrences — COVID-19 pandemic and bellicose conflicts — have weakened stable value chain relationships and forced international leaders to reassess commitments to sustainability. From these experiences, it became evident that the success of sustainability initiatives encompasses strengthening local and short value chains while creating means for engaging smallholders in formal food channels. Taking international and national policies as motivations, this article examines the emerging pawpaw value chain in the Eastern United States. We employ a mixed-mode approach with two aims. First, we demonstrate how complementing qualitative methods can be articulated to prepare a strategic agenda to foster the development and resilience of local ag-food chains. Second, through the application of the devised methodology, interview records and survey answers are evaluated to map value chain relationships and describe stakeholders’ perceived challenges and opportunities. On the empirical front, this article proposes four macro strategies and 22 actionable projects. We argue that the representative association of pawpaw growers may adopt a broader leadership role to coordinate the necessary changes for sustaining long-term growth and promoting economic gains in rural communities dedicated to pawpaw production. The mixed-mode approach presented in this study can be replicated to analyze local and short chains elsewhere.