Neuroeconomic Decisions in Cocoa Producers: Impact of Cooperative Innovation Methodology on Prospecting for Fair Trade Organic Niche as an Incentive for Agricultural Sustainability

This article focuses on analyzing the neuroeconomic decisions in cocoa producers and the impact of this methodology on the productivity of fair trade organic cocoa producers on the population of Nuevo Bambamarca, province of Tocache, Peru. The main elements of the methodology are the incentive phase of associativity, the alignment phase to macro trends, the prospecting phase of the country to be exported to, the prospecting phase of the type of niche market, the prospecting phase of fair participation, the innovation and design phase of the prototype, the standardization phase of the raw material technical specifications for collection, the strengthening phase the producer’s commitment, the learning phase of the producer in crop management, and the evaluation phase of productivity in the field. This research study is pre-experimental, cross-sectional, explanatory, and descriptive. The experimental group made up of 20 fair trade organic cocoa producers of the Cooperativa Agroindustrial Naranjillo obtained on average a profitability of 143 EUR per campaign higher than the control group made up of 20 producers of conventional cocoa that did not belong to the cooperative who obtained a loss of −642 EUR per campaign, even with the same purchase price of 1.92 EUR per kg for both cases during the 2011 campaign. It is concluded that Hypothesis 1 is met, it shows that the cooperative innovation methodology of prospecting for fair trade organic niche encourages the productivity of producers of the experimental group with respect to the control group.