Using the Porter model to analyze the US elderberry industry

Elderberry, a perennial shrub native to North America with a variety of uses and benefits, is neither well known nor widely utilized as a specialty crop in the US. Up-to-date information is lacking with regard to the elderberry market or market potential. This research identifies the market participants along the value chain, the current status of the industry, direction, future trends, and elderberry market limitations as well as risks and potential opportunities for elderberry producers and processors. A combination of quantitative (mail survey) and qualitative (phone interview) methods have been used. The theoretical model used for the survey and interview development and analysis is based on the Porter Five Forces Model (PFFM) which describes the competitive forces that coordinate and control the market. The PFFM has been used previously to shed light on the chestnut and shiitake mushroom specialty crop markets. Seventy-four mail survey responses and 20 follow-up phone interviews provided information on the market participants, challenges, opportunities and competitive forces in the elderberry industry. Results show a nascent industry with mostly small scale participants poised for growth. Demand trends are favorable and prices are good across the value chain. Challenges include a limited domestic supply of fruit, few regionally adapted varieties suitable for commercial production, and high labor costs. Additionally, the absence of existing mechanical harvesting equipment limits future production potential and industry growth. Respondents identified low levels of competition within the industry at the present time. Based on identified market size and demand, opportunities exist to increase the domestic elderberry industry across the value chain.