THE NON-TRADITIONAL AGRICULTURAL PRODUCTION OF GRAPES AND ITS INCIDENCE IN THE RURAL DEVELOPMENT OF THE PROVINCE OF SANTA ELENA, PERIOD 2010-2020

Códigos JEL: O10, O13, I31, Q17

Abstract

The present research has as its main purpose to determine the growth of non-traditional agricultural production of grapes with the development of the rural sector in the Province of Santa Elena. Grape production involves a wide range of activities that, throughout the production cycle, require a great deal of technical knowledge on the part of the producer. This is a qualitative and quantitative research. Field research was conducted by visiting the Pura Vida company and the Quilziolli company of the SanLucar group, both located in the Parish of El Azúcar, in the province of Santa Elena, with the objective of analyzing the situation of the producers and workers related to grape production. The analysis of the results of the study showed that there is still little interest in non-traditional production on the part of the Ecuadorian State, and the greatest investment is made by foreign investors, and on the part of the population there are still low levels of development in these rural areas, despite the favorable conditions they have in the agricultural sector. It is concluded that the main consumer markets are still unaware of the quality of the grapes produced in Santa Elena, and it is not uncommon for them to buy the product thinking that it is imported. Therefore, it is recommended to create a seal that can promote a mark of identity in customers, working on the geographical indication, building a symbolic proximity to the consumer.