“…Several authors agree that a direct marketing channel turns out to be more profitable than one with a higher degree of intermediation (Gokkaya et al, 2016;Alvarez, García-Cornejo, Pérez-Méndez, & Roibás, 2018;Naglova, Boberova, Horakova, & Smutka, 2017;Santos-Lavalle et al, 2018). One aspect to note, is that intermediaries have the ability to link and influence several actors within the distribution network (Rendón-Rendón et al, 2019), therefore, there are producers who sell only or mostly to distributors.…”