Social innovation strategies to improve agroecological product marketing: A case study in rural Colombia

Abstract

The purpose of this study is to identify improve­ment strategies in the commercialization of agro­ecological products based on social innovation fac­tors. A qualitative methodology based on case studies was adopted, focused on the Asociación de Mujeres Microempresarias de Tenjo (Association of Women Microentrepreneurs of Tenjo, or AS HOGAR), in Colombia, through interviews and analysis using ATLAS.ti software, where categories such as prevalence, accessibility, relevance, supply, and demand creation were explored. The results reveal challenges including limited economic resources, barriers to obtaining certifications in sustainable production, unfair competition, and insufficient product promotion. In response, social innovation strategies were co-designed with the producers, including product diversification, imple­mentation of digital marketing, and strengthening of networking. These actions aim to enhance the competitiveness and sustainability of agroecological producers. The study highlights social innovation as a transformative tool to overcome structural barriers and promote inclusive and sustainable development in rural communities.