This article presents the current situation of tomato consumption worldwide. This paper proposes a new methodology for classifying countries into four main markets, ‘the sustainable market’, the ‘effort market’, the ‘vulnerable market’ and ‘the declining market’. Each market has its own producing and consumption trends and its particular strategies for producing, exporting, distributing and logistics strategies. Finally, this paper identifies the most influential variables in the commercial process of producing, consuming and exporting of Spanish tomato.
Key words: Trade, vegetables, sustainable market, vulnerable market, declining market, effort market.
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