Análisis de la cadena de valor, canales cortos de comercialización y horticultura multifuncional como opciones de puesta en valor: Caso de la Huerta de Aranjuez

Shortening the agricultural supply chain through direct-to-consumer sales and multifunctional horticulture can revitalize Aranjuez's historic orchards. This study found that 69% of consumers prefer buying products directly from producers, while 52% of farmers already sell without intermediaries. Multifunctional approaches—such as educational, therapeutic, or agro-touristic activities—were highly valued by consumers, particularly for their potential to foster well-being and connection with nature. The research used a value-chain analysis (including SWOT and expert panel consultations) to assess Aranjuez's horticultural sector, revealing challenges like low production volumes and limited organic farming adoption despite strong consumer demand. It suggests that structured short supply chains and professionalized multifunctional horticulture could create economic value while preserving the site's cultural heritage.

Hervás Hermida, A. E. Análisis de la cadena de valor, canales cortos de comercialización y horticultura multifuncional como opciones de puesta en valor: Caso de la Huerta de Aranjuez. https://doi.org/10.20868/upm.thesis.39071