Marketing, production costs, production technology.
The objective of this study is to identify production and commercialization problems and potential of dragon fruit (Hylocereus undatus) in the socioeconomic context of San Luis Atolotitlan, Caltepec, Puebla, Mexico. A questionnaire was applied between March and May 2020 to n=20 producers-marketers of the Asociación de Producción Rural de San Luis Atolotitlan, Caltepec. The cultivation of dragon fruit is part of a crop diversification system within a social context characterized by migration, low education, and extensive dependence on local buyers. In addition, its maintenance practices, use of organic fertilizers, and average yieldsare minimal. However, if management is improved and transformation and marketing channels are identified and diversified, the system will be able to boost the economy of the region. Young producers, with a higher educational level and with an innovative attitude, could improve those measures.