Value networks, consolidation, and risks of an agricultural territory

Objective: Producer and marketer value networks in an agricultural land in Veracruz, Mexico were identified and characterized, to determine its consolidation level (primary, emergent, potential, or combined), as well as to detect risks and to establish an improvement proposal. Design/Methodology/Approach: An area of the Altas Montañas Veracruz, Mexico was used for the experiment. Surveys were conducted with producers (n131) and marketers (n42) of agricultural produce. Socioeconomic, environmental, technical, commercial, and chain link variables were analyzed to detect risks, opportunities, and revaluations. The study was carried out with the RStudio v. 4.3.3 software. Results: Six producer value networks and three marketer value networks were identified. Socioeconomic, environmental, commercial, and technological risks were detected. However, public health risks were different depending on the application of raw manure. Chayote and avocado have displaced other crops. The revaluation proposals for emergent and potential producer and marketer networks were focused on technical support (i.e., commercialization and generational change).