COMPET ITIVENESS ANALYSIS OF BOLIVIAN NATIVE HONEY FOR ACCESSING INTERNATIONAL MARKETS: CASE STUDY OF ADAPICRUZ AND EL TORNO, SANTA CRUZ- BOLIVIA

Abstract

This study analyzes the competitive advantages of native Bolivian honey as a strategy for accessing the international market, with the aim of identifying its opportunities and potential. A descriptive and analytical methodology was used, examining the production techniques and processes of associations such as ASEMET and the Beekeepers' Associations in Santa Cruz (ADAPICRUZ), Bolivia, while also evaluating their marketing strategies. The results indicate that honey production is strongly influenced by climatic and ecological factors, which affect both the quantity and quality of the product. Moreover, producers face significant limitations in infrastructure, certification processes, compliance with international regulations, and have limited production scale. Despite these challenges, the honey produced in the region is recognized for its purity and traditional methods—attributes valued in growing international market niches.

To improve the competitiveness of Bolivian honey and facilitate its entry into international markets, several strategies are proposed, including: certifying and revaluing natural beekeeping production and processing methods to optimize the purity and sanitary quality of raw honey, especially from melipona bees; expanding the cultivation areas of melliferous plants to enrich the honey's sensory profile; establishing a designation of origin to highlight its geographic origin and the characteristics of the local flora; and designing marketing strategies that emphasize its nutritional and organoleptic properties. These actions aim to position Bolivian honey as a premium product in the international market.