Inclusive Business Relationships: The Case of the Blackberry Chain (Rubus glaucus Benth) in Guacari, Valle del Cauca, Colombia

This paper provides insights to understand how confidence is built between fruit growers and businessmen. Therefore, it reviews the main stages of a business relationship between a blackberry-grower association and a processing company. This work aims to evince how different social factors are present and determine and drive inclusive relationships. To do so, a direct work was carried out with these actors based on semi-structured interviews and was developed as an intrinsic study case. Confidence building is examined herein as a process that depends on the actors under some particular circumstances. Mutual benefit agreements, organizational maturity, availability over the time and compliance with fruit quality stand out as important elements that allow these actors to create an inclusive business relationship.