Estrategias de comercialización internacional del palo santo basado en potencial productivo y logístico de provincias productoras claves

Abstract

Palo Santo (Bursera graveolens), a non-timber forest product of high value in aromatherapy, cosmetics, and pharmaceuticals, represents a significant opportunity for Ecuador in the global context of growing demand for natural and sustainable products. Provinces such as Manabí, Loja, Santa Elena, and Galápagos hold great productive and logistical potential; however, its exploitation is limited by the absence of clear commercial strategies, logistical deficiencies, low product diversification, and the lack of international certifications such as CITES or FSC. This research, with a qualitative and documentary approach, identifies five critical areas: lack of comprehensive promotion strategies, the importance of environmental certifications to access high-value markets, logistical weaknesses that increase costs and affect quality, underutilization of digital marketing, and limited diversification of derived products. Findings show that digital marketing and storytelling are effective tools to position Palo Santo in conscious consumer niches, while innovation in oils, cosmetics, and wellness products increases its added value. The study concludes that the international competitiveness of Palo Santo depends on the implementation of integrated strategies that combine sustainability, certification, optimized logistics, and digital promotion. It also highlights the need to strengthen community organization, foster public-private partnerships, and promote applied research to consolidate this product as a benchmark of Ecuadorian sustainable trade in global markets.