THE TAKEOVER OF THE OFF SEASON USA MARKET BY THE PERUVIAN ASPARAGUS CLUSTER

The Peruvian asparagus cluster became the biggest exporter in the world displacing the USA, China and Chile growers. Their competitiveness comes from firm strategic moves; and also from meta and extra strategic drivers, that develop important internal and external economies of scale and scope. This cluster is an example to be analyzed when planning the development of an agricultural sector, as an example of firms "coopetition" and the cooperation of many private and public institutions, all leaded by the private sector. Private investment, state of the art technology, quality assurance, and marketing were the main causes of Peruvian’s success. The agricultural paradoxes and the illusion presented by horticultural market niches and windows are analyzed and the market equilibrium price path is described.