WHOLESALERS' REACTIONS TOWARDS PDO CALANDA PEACHES
Protected Designation of Origin (PDO) peaches from Calanda is the only peaches in Spain with such European Union (EU) quality distinction. They are commercialized in the late part of the season and the greatest part of its production goes to Madrid and Barcelona. Wholesalers are the main channel of distribution so their judgment is of critical significance to understand marketing shortcomings and most important commercial features in order to plan future actions. A special attention has been given to a possible enlargement of the marketing period. A survey has been undertaken interviewing 55 wholesale enterprises, from Madrid and Barcelona, which represented around 90% of the total number of wholesalers handling PDO Calanda peaches in both places. Results indicate that PDO Calanda peaches have recognition for its quality which determines greater prices in the market than other peaches without PDO. The price differential and not strong controls induce fraud which should be corrected in the future. The most active wholesalers are in favor of having a longer marketing season but only if some requisites are accomplished such selling a regular and homogeneous peach all along the marketing period.
Polo, C. and Albisu, L.M. (2012). WHOLESALERS' REACTIONS TOWARDS PDO CALANDA PEACHES. Acta Hortic. 962, 315-321
marketing, distribution channel, Barcelona, Madrid, quality