La red de valor de los comerciantes del mercado del mar de Zapopan, Jalisco, México

Given the growing importance of the fishing and aquaculture sector (in 2021 the activity generated approximately 300,000 directjobs and 2 million indirect jobs) and the high demand for fish and shellfish, the value network was identified (The value networkallows analyzing to the economic and non-economic actors that participate) of the merchants of the sea market of Zapopan, Jalisco,whose purpose was to identify the leading company, as well as carry out an analysis of the parts of the network, recognize themembers and roles of each one of her. The methodological process consisted of in-depth interviews with important actors withinthe network, as well as the application of the mystery shopper technique within the sea market and self-service stores, in order toobtain information, data, which were later, captured, processed and analyzed. The results indicate the existence of an interesting andcomplex regional and national articulation, due to the number of intermediaries (at least four and up to seven) that touch the productand that have a utility. Eight types of well-defined local clients and from 14 states of the country were determined and classified.The national supply such as sea fishermen, riverside fishermen, estuary fishermen, fish farmers, etc... provide gutted, scaleless andfrozen fish or shellfish. For its part, the international supply supplies seafood or fish fillets, nuguets, in boxes or marquetas by kilos,with a quality certificate, traceability, prepared with some fine herbs or styles and vacuum packed, whose origin is: Vietnam, China,Indonesia. Finally, the degree of duplicity that international suppliers have (for the seafood market and self-service stores) must beconsidered, since in a decade the roles can be reversed and they are left out of the market.