A comparative value chain analysis of Malatya and Mersin apricot markets

Today, companies in the food sector work on how food products ordered by them reach them. These studies are mostly planned according to customer wishes and needs. Similarly, the fact that consumers tend to want to know the kinds of process — through which the products are supplied from the producer until they reach them — directs companies to carry out such research. With its fresh and dried apricot production, Turkey is one of the countries that have a corner on the apricot market. For this reason, the economic aspect, sector structure, value analysis and consumer sensitivity of apricot have been a research subject to be investigated and examined. Apricot is a fruit species that has an important position in the agricultural sector. Malatya and Mut apricots, which have geographic indication registration, have a product structure which is identified with the region in terms of its geographical location. This improves the quality of the product, its consumer value and its contribution to the economy by adding value to the apricot. Therefore, actors in the traceability process of apricot, which was analyzed through value chain analysis, the value created by the actors and their activities in the economy were discussed in detail. Through value chain analysis, the stages in which apricot passes from the input conditions of apricot until it reaches the end-consumer determine the size of apricot in the sector, and they determine its value between the actors. Fresh and dried apricots of Malatya and fresh apricots of Mut — which have an increased rate of exports and an increased economic value in today's economic conditions — were comparatively analyzed in order to determine their product structure, position in the sector and value in the country. A survey study and, consequently, an econometric analysis were carried out to determine consumer sensitivity to apricot and willingness to pay for it.