CONSTRAINTS AND OPPORTUNITIES IN VEGETABLE TRADE

The objective of this article is to provide an overview on constraints and opportunities for increased vegetable trade in the Americas. The realization of this potential will likely be constrained by the extent of the market, immigration reform in the United States, lack of investment capital in Latin America, high transportation costs of fresh produce, and quality and health concerns of consumers. Opportunities are more apparent in selected world areas (Asia, European Community, United States, and Canada), for high quality, fresh rather than processed vegetables with safe or zero levels of pesticide and chemical residues, especially due to consumers' concern for a healthier diet. Whether or not the potential for expanding vegetable trade will be realized depends on how producers, traders, and governments respond to the challenges involved, especially those involving production and marketing strategies to respond to evolving consumers' tastes and preferences.