PORTALAGRO: STRATEGIES FOR MARKETING AND FINANCING FOR RURAL MICROENTREPRENEURS IN THE DEPARTMENT OF LA GUAJIRA

Abstract

The agricultural sector in La Guajira, despite having a productive potential evidenced by its 13,801 active companies (Cámara de Comercio de La Guajira, 2023) and the significant presence of livestock activities that occupy 92% of the territory destined to this sector (Guajira Gráfica, 2023), faces significant challenges that limit the development of peasant microentrepreneurs, mainly indigenous Wayuu, Afro-descendants and blacks. Agricultural activity, although a minority in extension 1% of the territory, focuses on transitory crops such as cassava, yams and corn, and permanent crops such as bananas and coconuts (Ministerio de Agricultura, 2021). In contrast, the livestock sector stands out nationally for its sheep and goat inventories (ICA, 2022).

However, these microentrepreneurs are affected by the lack of access to efficient markets, the deteriorating state of roads, the presence of intermediaries that reduce their profits, the difficulty in obtaining financing, and the lack of information on prices and market trends. These problems, added to competition with imported products and the absence of robust public policies, generate a vicious circle that hinders economic growth and food security in the region (Sánchez et al., 2017; Giraldo, 2023).

Given this scenario, PortalAgro, a mobile application developed by SENA, Centro Industrial y de Energías Alternativas (CIEA) Regional Guajira headquarters, arises through the SENNOVA program as a technological solution to directly connect producers and buyers, eliminating intermediaries and promoting fair prices. In addition, the platform provides information on market prices and calls for access to financing, facilitating informed decision-making and contributing to the sustainable economic development of La Guajira.