Agri-Food Marketing and Commercial Valorization of Non-Traditional Products: The Case of Frog Legs in Panama

Abstract

The diversification of agri-food supply through the incorporation of non-traditional products represents a relevant strategy for rural development, productive sustainability, and value creation in emerging economies. In Panama, frog legs constitute a food product with commercial potential that, despite their presence in specialized international markets, remains underutilized and weakly integrated into formal commercialization channels. In a context characterized by changing consumption patterns, increasing interest in differentiated foods, and the expansion of niche markets, this product offers opportunities for valorization through contemporary agri-food marketing approaches.

The objective of this article is to analyze the commercial valorization potential of frog legs as a non-traditional food product in Panama, through the application of agri-food marketing, sustainable marketing, and value-based marketing frameworks. The study adopts a qualitative applied approach based on a systematic documentary review of recent scientific literature, technical reports, and market analyses published between 2020 and 2025.

The findings indicate that frog legs possess functional, gastronomic, and symbolic attributes that support their positioning in gourmet consumption segments, specialized food services, and export-oriented markets. However, structural constraints are identified, including productive informality, the absence of branding strategies, limited standardization, and low consumer awareness at the domestic level. The study concludes that the implementation of agri-food marketing strategies focused on differentiation, origin, and sustainability can contribute to commercial valorization and rural development in Panama.