La presente investigación describe y analiza las acciones comerciales que se realizan en seis grupos de productores apícolas ubicados en la periferia de la capital del estado de Puebla, México. Se estudian las orientaciones que se han desarrollado en torno a la mercadotecnia, como una disciplina dedicada al análisis e implicaciones de las acciones comerciales, tomando como eje central las preferencias de los consumidores.
Developing competitive agro-industries is crucial for generating employment and income opportunities. It also contributes to enhancing the quality of, and the demand for, farm products. Agro-industries have the potential to provide employment for the rural population not only in farming, but also in off-farm activities such as handling, packaging, processing, transporting and marketing of food and agricultural products. There are clear indications that agro- industriesare having a significant global impact on economic development and poverty reduction, in both urban and rural communities.