Proposal for a Green Business Model for Biofortified Foods in the Municipality of Chocontá, Cundinamarca

Abstract

Historically, agriculture has been a key driver of rural development. Therefore, outlining strategies that enhance agricultural production for economic sustenance, quality of life, and the durability of natural resources puts us on the right path to ensure sustainability. This is the focus of the green business model proposal, which aims to provide farmers with tools to strengthen their daily activities while preserving the ecosystem, ensuring that future generations can enjoy its benefits. Opening a marketing channel under green business guidelines for iceberg lettuce as a biofortified food crop in the municipality of Chocontá in Cundinamarca, Colombia, is an innovative approach to addressing food security issues. Currently, 24.8% of households in 23 cities consume two meals a day or fewer. This proposal also seeks to influence crop rotation in the municipality, helping to mitigate soil degradation in the area.

1. Introduction

Environmental protection is a shared responsibility from which no one is excluded. Unsustainable human activity has led to a 47% degradation of ecosystems, which in turn has resulted in a 25% risk of species extinction [1]. Agriculture, as one of the most resource-intensive activities, has a significant impact on resource availability. For instance, in countries like Colombia, where agriculture represents 21.4% of exports, high ecosystem consumption occurs to sustain this level of production [2].

In the department of Cundinamarca, municipalities such as Chocontá, Tausa, and Villapinzón are among the largest agricultural producers, with an estimated annual production of 100,001–400,000 tons, according to the Departmental Agricultural Extension Plan, generated by the Government of Cundinamarca. Of Chocontá’s 22 districts, 15 are dedicated to potato production for the department, accounting for nearly 80%, with 4989 hectares harvested, followed by maize at 11.86% with 739 hectares, peas at 6.54% with 420 hectares, and strawberries at 1.6% with 86.5 hectares [3]. Given the significant extent of agricultural land use, there is an accelerated depletion of natural resources, jeopardizing not only the economic stability and quality of life of those directly involved but also the entire population that relies on agricultural products [4].

National and multi-city food security data provide context for understanding the structural limitations of the Colombian food system, especially regarding malnutrition and availability and economic access to nutritious foods. According to the National Nutritional Situation Survey (ENSIN 2015), 54.2% of Colombian households experience some level of food insecurity, a trend that intensifies in rural areas where the rate reaches 61 percent, compared to 50.3% in urban zones [5]. In the case of Chocontá, the Regional Plan for Food and Nutritional Security (PRESAN) reported that more than 45% of the rural population faces moderate or severe food insecurity, exacerbated by income dependency on small-scale agriculture with limited market access and low crop diversification [6].

Similarly, Bogotá faces significant food security challenges, particularly in its peripheral UPZs (Urban Planning Zones), where the local administration reports that approximately 35% of households fall below the minimum nutritional intake threshold. Socio-economic stratification of the UPZ data shows a high concentration of vulnerable populations (predominantly Strata 1 and 2), with unemployment rates exceeding 14% and limited physical access to affordable and nutritious food products.

These local data reflect and complement the national and multi-city trends, highlighting the relevance of implementing targeted biofortification and green business strategies that address both structural and localized food insecurity.

The concept of green business has gained momentum globally, after it was first introduced in Agenda 21 and later emphasized at the 1992 Earth Summit in Rio de Janeiro. The United Nations (UN) has stated that the world must transition to sustainable economic policies. If the world aims to achieve dynamic and prosperous development, it must incorporate a balance between social, economic, and environmental aspects. The absence of any of these components will compromise the needs of future generations, leading to a range of environmental and societal issues, with social inequality being the most prominent, and exacerbated by the over-exploitation of resources [7].

In alignment with the UN, public policies have been established, such as the National Green Business Plan, which aims to guide international market trends toward integrating environmental, social, and economic best practices within a sustainable framework [4]. Furthermore, since 2013, Colombia has shown interest in joining the Organization for Economic Cooperation and Development (OECD), which was formalized in 2020. This highlights the need to incorporate green growth into the national agenda and promote economic development while ensuring that natural resources continue to provide essential environmental services [7].

Thus, Colombia is adopting green businesses as an alternative to conventional business, establishing a pathway to sustainability, particularly in agriculture, which is one of its commercial strengths. The goal of adopting green businesses is to model agricultural practices to encompass environmental conservation, improved quality of life, and economic income. This transition aims to strengthen and expand these models, regardless of the context. The core principle is that, gradually, collective efforts will foster sustainability, ensuring the longevity of natural resources, quality of life, and economic sustainability for the environmentally friendly transformation of anthropogenic activities [8].

These types of businesses have grown in Colombia over the past two decades. Thanks to the aforementioned policies, by the end of 2023, there were 4162 green businesses, surpassing the target of 1865 verified green businesses [9]. However, this number represents only 0.16% of the 2.5 million formal and informal businesses in the country [10].

Meanwhile, Colombia continues to struggle with food security, with 13 million people still lacking access to sufficient food, compared to 15 million in 2023. In total, 43% of surveyed households reported difficulties in acquiring food due to the impacts of armed conflict, as seen in Bogotá, where 13% of the population faces this challenge [11].

Biofortified foods are agricultural products specifically cultivated to contain higher levels of essential nutrients, such as vitamins and minerals. With this in mind, and as part of the formulation of this model, Chocontá, as an agricultural powerhouse for Cundinamarca, is an ideal location for proposing a green business model. This would offer an innovative approach to biofortified foods being introduced in the municipality, aiming to strengthen food security and help reduce the 16,009 cases of moderate and severe acute malnutrition in the municipality, as reported in the National Institute of Health’s Weekly Epidemiological Bulletin [12].

Biofortified foods present a distinct market advantage, as these foods contain higher concentrations of micronutrients such as iron, zinc, and vitamin A. Furthermore, by implementing the green business model, farmers in Chocontá will contribute to the goals set by HarvestPlus, Washington, D.C., United States., an organization aiming to engage 1.5 billion farmers worldwide in biofortification. This opens greater commercial opportunities for Chocontá’s biofortified foods, given the promotional efforts led by HarvestPlus [13].

In this context, local farmers will have the opportunity to promote positive change and contribute to building a sustainable future, thereby strengthening the national green business sector, which now includes 1865 businesses [14]. Moreover, the business model also aims to address some of the world’s most critical issues, such as malnutrition and deficiencies in essential vitamins and minerals, by innovatively introducing biofortified foods to the market, which is emerging as a promising complementary strategy within broader food security efforts.

2. Materials and Methods

2.1. Agricultural Production Model Assessment in Chocontá

Approximately fifty (50) global scientific articles related to green businesses and biofortified foods were reviewed on academic platforms such as Google Scholar, ScienceDirect, and Emerald Insight, until the appropriate information for the assessment was identified, as shown in Figure 1. This approach identified key authors in the research area, the application zone of biofortified foods, successful case studies, and potential strategies for including these foods in the diets of the general population, particularly the most vulnerable groups. The information collected and segmented into these four global criteria was considered to adjust and complement the information to be gathered at the national level.

Once the information was collected, relevant data from research and official statistics on green businesses in Colombia, along with the progress of biofortified food implementation in the country, were highlighted and incorporated into the PESTAL methodology. The analysis conducted under this methodology for the agricultural production model assessment uses quantitative decision-making criteria, based on the PEST analysis and its integration with Porter’s Five Forces as a strategic tool. This methodology enables the identification of critical macro-environmental factors that may influence the proposed green business model. Consequently, with the gathered information, the PESTAL framework can be applied to evaluate the opportunities for biofortified foods in the market within the Almeidas region and UPZ 1 and 9 in Bogotá.

The levels (1 = low, 2 = medium, and 3 = high) assigned in the PESTAL analysis (

Table 1. PESTAL analysis for the diagnosis of the production model.

Factors	Description	Level	Total Factor	% Factor
Political	Alignment between the strategic lines established by regulatory entities	2	5	9.60%
	Implementation of strategic lines for agricultural production	1
	Change of government	1
	Sudden decisions in market dynamics	1
Economic	High participation of agricultural production in GDP	2	17	32.70%
	Displacement to achieve food commercialization	3
	High food production in the department	2
	Susceptibility to market disruptions	1
	High fluctuations in the dollar affecting input prices	3
	Inflation in the family shopping basket	2
	High percentage of the population engaged in agricultural activities	2
Social	Equitable presence of men and women	1	5	9.60%
	High percentage of rural population	2
	Access to primary education predominates	2
Technological	Production of heavy machinery	1	7	13.46%
	Conventional production system	2
	Tools with limited technological advancement	2
	Absence of systematized processes	1
	Criteria for food selection based on experience	1
Environmental	Presence of natural reserves	2	13	25.00%
	Water bodies affected by agriculture	3
	Poor water quality	3
	Soil degradation	3
	Discharges and waste into the Bogotá River	2
Legal	Robust regulations	2	5	9.60%
	Environmental authorities monitoring	2
	Community resistance to legal compliance	1

) were determined using expert judgment informed by secondary data from official reports (e.g., DANE, Ministry of Agriculture, environmental authorities) and academic sources. The evaluation considered the frequency and impact of each factor within the regional context. The “% Factor” was calculated as the proportion of the total score of each category relative to the overall PESTAL score, thus indicating the weight or importance of each dimension within the analysis.

2.2. Methodology for Physicochemical Properties of Biofortified Foods in Chocontá

It is important to note that no new experimental analyses were conducted as part of this study. The physicochemical data reported in

Table 2. Nutrient content in different biofortified crops.

Component	Romaine Lettuce (Parris Island)	Iceberg Lettuce (Lactuca sativa Variedad Capitata)	Strawberries (Fragari)	Frijol Bola Roja (Phaseolus vulgaris L.)
Antioxidants (mg EAA g−1 PF)%	1.895	0.02 ± 0.01	73.33 ± 8.88	12.10
Anthocyanins (mg EA mL)	N/A	0.11 ± 0.06	8.47 ± 0.07	9.27 ± 0.07
Total Zinc (mg/L)	2.52 ± 0.400	1.43 ± 0.400	0.27 ± 0.03	11 ± 3
Total Iron (mg/L)	1.320 ± 0.200	0.36 ± 0.10	N/A	171 ± 3

were obtained from a validated postgraduate thesis [15], which compiled laboratory results from certified agrochemical testing facilities in Colombia. These secondary data were used to evaluate the compliance of biofortified crops with nutritional standards established in Colombian regulations.

To examine the physicochemical characteristics of crops in Chocontá, it is pertinent to review the current legal framework, specifically Resolution 810 of 2021 from the Ministry of Health and Social Protection, which establishes technical regulations for nutritional and front-of-package labeling requirements for packaged foods intended for human consumption. Article [16]: “Daily Reference Values for Nutrients” establishes the permissible quantities of micronutrients, including iron and zinc—two key micronutrients of interest in the analysis of biofortified foods within the proposed green business model—for human consumption.

Furthermore, Article 19: “Permitted Terms or Descriptors for Nutrient Content Claims: Excellent Source, Good Source, Free, Low, Very Low, Lean, Extra Lean, Fortified”, Numeral 19.8.2: “Essential Nutrients that May be Added to Fortify Foods”, and Numeral 19.8.3: “Range of Reference Values for Using the Descriptor ‘Fortified’ “provide guidelines for identifying the Upper Tolerable Levels (ULs) of intake of the micronutrients of interest. This is further corroborated by Resolution 3803 of 2016: “Establishing the Recommended Intake of Energy and Nutrients (RIEN) for the Colombian Population and Other Provisions”, Technical Annex 3. The maximum tolerable intake (UL) should not exceed the levels established by the regulation.

2.3. Methodology for Theoretical Design of an Agricultural Production Model for Biofortified Foods

To design a technical production model for biofortified foods, the Master Production Schedule (MPS) methodology was identified as the most suitable. This methodology can determine production quantities while also facilitating monitoring. Key variables for biofortified foods, including harvest environment, personnel, inputs, stock, idle times, and other relevant factors were considered.

The demand estimation of 15,482 kg/month was calculated using population data from the target regions (Almeidas, UPZ 1 Paseo Los Libertadores, and UPZ 9 Verbenal), based on the 2021 DANE census. The total population was multiplied by the average monthly vegetable intake per capita (2.6 kg), as established in national nutritional intake surveys. To ensure feasibility, only 67% of this calculated demand was used, considering the production limits and market entry capacity of the proposed business model.

The variables to consider include the following:

• Demand: Determined by customer requirements, which can be further subdivided into forecasts based on real orders, historical data, and relevant studies.
• Inventory: The amount of raw material and/or product available to meet customer demand.
• Quantity of seedlings to harvest (MPS).

The target population for the business model was defined as the Almeidas region, where Chocontá is located, as well as the population of UPZ 1 Paseo Los Libertadores and UPZ 9 Verbenal in Bogotá D.C. This selection was based on the goal of the business model to improve access to biofortified foods in areas where such products are not readily available, thereby enhancing food security. Additionally, to mitigate the carbon footprint and project investment costs into a promising market like Bogotá, the locality of Usaquén was selected due to its proximity to Chocontá and its status as an area with significant poverty levels.

Yield estimation was calculated based on an average of 1.3 kg per harvested iceberg lettuce plant, as documented in agronomic field trials reported in [15]. Considering a density of 45,000 plants per hectare, this results in a projected yield of 58,500 kg per hectare per cycle. This figure aligns with the estimated monthly demand when the business model reaches full operational capacity.

Table 3. Calculations for the production model.

Calculation 1. Initial Inventory
Initial Inventory = Final Inventory (n-1)
n-1 = Inventory from the previous week
Calculation 2. Units to Produce (MPS)
MPS = If (II ≥ MAX (P1 P2))
II = Initial Inventory
P1 = Forecast
P2 = Orders
Calculation 3. Final Inventory
IF = II + MPS – MAX (P1 P2)
IF = Final Inventory
Calculation 4. Available Quantity
CD = II + MPS − MAS (P2)
CD = Available Quantity

presents the calculations for the production model.

The equations presented in Table 3 represent a simplified production scheduling model derived from the MPS approach. Although the simplified model does not include advanced variables such as safety stock, lead time, or forecast variability, it serves as a preliminary tool for small-scale producers. Future versions of the model will incorporate additional variables for better production planning and responsiveness.

It is important to note that the current model is based on preliminary insights derived from local economic and demographic indicators. Future studies should incorporate direct surveys or pilot programs to assess actual willingness to pay and demand for biofortified foods in both Chocontá and Bogotá, thereby enhancing the reliability of market projections.

3. Results

3.1. Diagnosis of Agricultural Production Model in Chocontá

Based on the information previously gathered for each of the factors considered by the PESTAL methodology, relevant data for biofortified food green businesses are outlined in Table 1. The scale of the assessment is from 1 to 3, where 1 indicates a weak level, 2 indicates a moderate level, and 3 indicates a critical level.

The bargaining power of suppliers and consumers was analyzed using an adaptation of Porter’s Five Forces framework. A semi-quantitative matrix was created, assigning percentage values based on weighted criteria such as number of alternative suppliers, price sensitivity, degree of product differentiation, input costs, and ease of market entry. Each force was scored on a scale from 0 to 100, and the final percentage reflects the relative pressure of that force in the context of the proposed green business model. For example, a score of 35.3% in supplier power indicates moderate influence based on input dependency and limited supplier alternatives in the region.

Although the PESTAL matrix presents quantitative weightings of each factor, a deeper understanding emerges when interpreted through the local dynamics of Chocontá. For example, the environmental factor—identified as the most critical—reflects concerns such as inefficient irrigation, soil degradation from continuous lettuce cultivation, and the absence of certified sustainable farming practices. The economic factor captures small-scale producers’ exposure to variable input prices (especially fertilizers and water), limited access to formal financing, and commercialization challenges.

On the legal side, although national regulation theoretically supports sustainable and biofortified agriculture, in practice, smallholders in Chocontá struggle to comply due to low levels of formalization and limited state support. The relatively low scores in technological and social aspects point to gaps in access to agricultural innovation, training, and consumer awareness regarding the nutritional value of biofortified lettuce. Recognizing these local realities enriches the application of the model, making it more grounded and adaptable to the actual transition conditions toward sustainable agrosystems.

3.2. Physicochemical Properties of Biofortified Foods in Chocontá

The biofortified crops harvested in Chocontá include iceberg lettuce (Lactuca sativa variety capitata), romaine lettuce (Parris Island), strawberries (Fragaria), and red beans (Phaseolus vulgaris L.). These crops incorporate zinc sulfate and iron sulfate as fertilizers, which can enhance their nutritional values. Table 2 presents the results of the biofortification process, highlighting the successful enhancement of Vitamin A, iron, and zinc levels.

The results for the crops in

Table 4. Nutrient compliance with current legal regulations.

Component		Romaine Lettuce (Parris Island)	Iceberg Lettuce (Lactuca sativa Variedad Capitata)	Strawberries (Fragari)	Frijol Bola Roja (Phaseolus vulgaris L.)
Crop	Antioxidants (mg EAA g−1 PF)%	2277	0.024 ± 0.01	87.96 ± 8.88	14.52
	Anthocyanins (mg EA mL)	N/A	0.13 ± 0.06	10.16 ± 0.07	11.12 ± 0.07
	Total Zinc (mg/L)	3.024 ± 0.400	1.73 ± 0.400	0.32 ± 0.03	13.2 ± 3
	Total Iron (mg/L)	1.584 ± 0.200	0.43 ± 0.10	N/A	205.2 ± 3
Regulations	Resolution 810 of 2021 and Resolution 2492 of 2022 (20% to 100% of the Reference Nutrient Value) mg	0.3 ER	0.3 ER	20	11
	Resolution 3803 of 2016 mg/L (Tolerable Upper Intake Level—UL)	0.63 ER	0.63 ER	35	45

were calculated using 20% (the most restrictive value being the minimum compliance established by regulation) to compare with the Tolerable Upper Intake Level (UL). The nutritional value is taken, and its corresponding 20% value is calculated; this result is then added to the initial value, yielding the total contribution needed to meet the regulatory requirements for the UL ranges, as shown in Equation (1). The results are consolidated in Table 4 as follows:

UL (20%) = (1.895 mg × 20%)/(100%) = 0.379 mg of antioxidants in romaine lettuce

(1)

UL (20%) = 1.895 mg + 0.379 mg = 2.274 mg of antioxidants in romaine lettuce

(2)

Equation: Calculation of the Tolerable Upper Intake Level (UL) for the Green Business Model.

The 20% threshold used for the nutrient compliance analysis corresponds to the minimum level required by Colombian regulations to label a product as containing a significant amount of a nutrient (Resolution 810 of 2021). This conservative benchmark ensures that any nutritional claim is legally supported and helps prevent overestimation of nutrient content, which can occur due to postharvest losses or variability in biofortification efficiency. A sensitivity analysis using higher reference thresholds (e.g., 50%, 75%, 100%) is recommended for future studies to provide a more comprehensive assessment.

Although most of the analyzed micronutrient concentrations are within the permissible limits established by Colombian regulations, one notable exception was observed. In the case of Phaseolus vulgaris L. (frijol bola roja), the measured iron concentration (205.2 mg/L) significantly exceeded the tolerable upper intake level (UL) of 45 mg/day, as established in Resolution 3803 of 2016 by the Ministry of Health and Social Protection. This finding underscores the importance of not generalizing biofortification practices across all crops without prior validation.

To address this, the implementation of site-specific agronomic plans is recommended, which includes (i) adjusting fertilizer formulations and application rates, (ii) selecting appropriate varieties with lower micronutrient uptake potential, and (iii) conducting controlled field trials to ensure compliance with nutritional safety thresholds.

Additionally, future applications of the green business model should incorporate nutrient-monitoring protocols and risk communication strategies to inform farmers and consumers about safe intake levels. While further recommendations exceed the scope of this study, they are essential to ensure food safety and regulatory compliance in future scaling efforts.

This study used antioxidant and anthocyanin levels as preliminary proxies for vitamin A due to the absence of direct carotenoid or vitamin A data. While previous studies have reported that these parameters are correlated with provitamin A compounds, we acknowledge that this approximation has limitations and cannot be used as a substitute for direct quantification. Therefore, we avoid drawing definitive conclusions about the superiority of iceberg lettuce and recommend further biochemical analyses for accurate vitamin A determination in all tested crops.

It is important to highlight that the inference of Vitamin A content based on antioxidant and anthocyanin levels represents an analytical limitation in this preliminary study. Although these compounds are associated with antioxidant activity, they do not directly quantify the Vitamin A concentration. As a result, the nutritional advantage attributed to biofortified iceberg lettuce should be interpreted with caution. Future studies should incorporate direct measurement of Vitamin A content to validate and strengthen these findings.

3.3. Theoretical Design of an Agricultural Production Model for Biofortified Foods

The demand for iceberg lettuce has been identified at 15,482 kg/month for a total population of 46,446 residents in the Almeidas region, specifically in UPZ 1 and UPZ 9 of Bogotá. The supply from the production model is determined, starting with the allocation of 1 hectare of cultivation land. The amount of land is low because the population prefers potato cultivation, and this model serves as an alternative. The land is divided to demonstrate the benefits to be gained. Furrows measuring 33 × 50 cm are established for planting within parcels of 33 m × 50 m, resulting in a total of six parcels distributed across 1 hectare, as illustrated in Figure 2.

Each parcel is estimated to generate 5000 kg per month. However, this amount must account for approximately 10% loss of the product during the processes of planting, growth, and harvesting. Meeting 67% of the product demand based on production capacity means that the production model has an approximate supply of 13,500 kg/month. Consequently, consumers will have a 13% probability of purchasing conventional products. The Master Production Plan (MPP) can be used to calculate iceberg lettuce production, establishing a minimum production level to meet demand and a maximum based on crop yield, as presented in

Table 5. Information based on the Master Production Plan.

Demand (kg/year)	185,784
Demand (kg/month)	13,469
Demand (kg/cycle) for 3 intervals every 10 days	44,469
Seedlings per parcel	10,000

.

Months are designated from month 1–12, as the harvest duration for iceberg lettuce is approximately 80 days, resulting in an estimated two months from planting to the first production. At the end of the first month of planting, there will be 30,000 units of biofortified food planted, resulting in a total of 15,000 kg/month, which will cover the demand of 13,469 kg/month.

Based on this, the MPP assumes that the forecasted units approximate the demand every 10 days, specifically 10,000 seedlings. Conversely, customer orders correspond to the units (in 500 g) according to demand. For design purposes, these orders can vary at the researcher’s discretion and will be less than 10,000 units, since this represents the maximum capacity of the crop. However, as previously defined, the model meets a demand of 67.19%, resulting in orders ranging from 9743 to 10,000 units, considering that the amount consumed may vary each week.

Therefore, the maximum production is 10,000 kg/week. If a higher demand is considered, as exemplified in harvest 1, the green business model begins to incur losses with a deficit of −1. Additionally, the MPP tool allows farmers to quantify their orders and verify the stock of biofortified foods to mitigate the risk of oversupply, which can lead to quality deterioration, as iceberg lettuce must be consumed fresh, alongside a reduction in profit margins due to unsold inventory [17]. Moreover, the Master Production Plan helps identify the capacity required to meet demand, based on a projection of eight farmers working. The decision to assign eight farmers to the task stems from the division of the productive area into eight plots of approximately 1250 m² each. This structure facilitates traceability, manageable workloads, and efficient monitoring. Labor productivity was referenced from Colombian agricultural extension manuals and corroborated by field interviews conducted during the thesis development.

4. Discussion

4.1. Analysis for Diagnosis of Agricultural Production Model in Chocontá

The most influential factors for the business model, as defined by the PESTAL analysis, were the economic factor, accounting for 32.7%, followed by the environmental factor at 25 percent. This is attributed to the agricultural potential of Chocontá, where a historically significant percentage of the population has been engaged in agriculture, leading to harmony, which allows the green business model for biofortified foods to compete amicably rather than being invasive or imposing [15].

However, factors such as marketing locations, which are defined in municipal head towns, and potential variability in the prices of household goods and inputs must be considered when establishing fixed production costs, as transportation and projections using the Consumer Price Index (CPI) must be incorporated. This ensures the ability to offer quality food with nutritional contributions to consumers [18]. Furthermore, the environmental factor indicates that the municipality contains natural reserves; thus, the lands where these limitations exist cannot implement harvests for biofortified foods. Water bodies exhibit low water quality due to contamination from agricultural runoff, compounded by the direct disposal of effluents and waste into water bodies [19].

The soil has been affected by extensive potato cultivation, resulting in erosion, compaction, and loss of organic carbon, among other issues. Implementing vegetable cultivation, for example, presents an alternative, allowing the soil to recover its optimal properties for food production [20].

The political factor allows for the identification of action lines regarding biofortified foods, aiming to strengthen food security while influencing agricultural activities that do not adversely affect ecosystem services. Additionally, the social factor highlights that, as a rural population with a basic education level, the practices employed for economic activities are culturally inherited across generations, as evidenced in the technological component, where manual and conventional tools are predominantly used.

Finally, the legal factor provides the action guidelines and compliance factors for the marketing of biofortified foods. The country has valid legal regulations for the maximum intake values for foods aimed at ensuring food security, such as biofortified foods, along with businesses categorized as green, contributing to a social, environmental, and economic balance. It is noteworthy that as a municipality dependent on agricultural activities, the environmental authority develops strategies focused on permissive and sanctioning measures rather than the complete closure of this economic activity, as such actions would jeopardize community development.

In the economic factor, green businesses in the country currently report sales of approximately COP $933 billion pesos [21]. Additionally, according to the most recent publication of the Departmental Agricultural Extension Plan of Cundinamarca, this department ranks second in agricultural contribution to the national GDP [22]. Regarding the technological factor, Chocontá employs conventional practices for agricultural production, with technology utilized primarily for heavy cargo transport in some rural areas [23]. Irrigation, plowing, and spraying systems require tools with a certain level of advancement, including machinery. However, they lack automated systems facilitated by technology. In this case, the farmer prefers personalized monitoring of each of their crops, where the selection system for foods is based on their experience and, in many cases, performed manually [24].

The environmental degradation identified in the PESTAL analysis, such as soil and water quality deterioration, could negatively impact the long-term feasibility of the biofortified crop production model by reducing agricultural yields and affecting nutrient retention in plants. Similarly, the economic challenges, particularly input cost volatility and limited access to financing, may constrain farmers’ ability to sustain biofortification practices over time. These factors highlight the importance of implementing complementary strategies, such as training in sustainable farming techniques and access to micro-financing programs, to enhance the stability and resilience of the proposed model.

4.2. Physicochemical Properties of Biofortified Foods in Chocontá

The results obtained in Table 4 are compared with Resolution 810 of 2021 and Resolution 2492 of 2022 to identify the consumption viability for the population. According to current legal regulations, foods that voluntarily undergo fortification must comply with a range of 20–100% of the Reference Nutrient Values (VRNs) per declared serving, without exceeding the Maximum Tolerable Intake Level (UL) established by Resolution 3803 of 2016 for the youngest age group.

The contribution of Vitamin A is unknown; however, an approximation can be made through antioxidants, as Vitamin A acts as an antioxidant in the body, meaning it helps protect cells from damage caused by free radicals. Antioxidants are substances that help prevent or delay cellular damage by neutralizing free radicals (unstable molecules that can harm cells and contribute to aging and various diseases), helping protect cells from damage caused by free radicals [24].

Antocyanins and Vitamin A are related in that they both serve as antioxidants. Antocyanins are natural pigments found in many fruits and vegetables, imparting red, blue, and purple colors [25]. Therefore, it is possible to identify antocyanin levels in strawberries, iceberg lettuce, and red beans, but not in romaine lettuce.

Based on the above, romaine lettuce (Parris Island) exceeds the UL by 1.647 mg in antioxidants; strawberries exceed the UL by 87.33 mg for Vitamin A; and red beans exceed the UL for iron by 160.2 mg. Consequently, it is feasible to initiate the green business model focused on iceberg lettuce, and it is recommended to adjust the concentrations for other biofortified foods. Understanding the market share of the listed foods in the municipality is essential to determine the commercialization opportunity for these foods. Figure 3 shows that, despite a decrease in 2018 compared to the two preceding years, lettuce represents approximately 48%, strawberries 46%, and beans 9% for Cundinamarca [3].

In Chocontá, the percentages of participation vary, with lettuce being one of the predominant crops. Reports from Cundinamarca indicate that its production totals 43,151 tons/year, primarily concentrated in the Sabana Centro region, which accounts for 53% of the total production. This is followed by Sabana Centro with 45% and Soacha with 1.7%. The municipality produces 4325 tons/ha of strawberries while bean cultivation occupies less than 4 hectares in the municipality [3]. Thus, there is a business opportunity due to low coverage and limited supply from Chocontá in proposing a green model for iceberg lettuce aimed at future consumers.

4.3. Theoretical Design of Agricultural Production Model for Biofortified Foods

4.3.1. Business Model

The business model can be established by the guidelines proposed by the Ministry of Environment and Sustainable Development and the Regional Autonomous Corporation of Cundinamarca on requirements for a green business [26]. The business model will be developed in this thesis, considering the results obtained in the previous objectives, such as identification of the following:

• The economic viability of the business.
• Positive environmental impact of the product or service.
• Life cycle approach to the product or service.
• Useful life.
• Non-use of hazardous substances or materials.
• Recyclability of materials and use of recycled materials.
• Efficient and sustainable use of resources to produce the product or service.
• Social responsibility within the company.
• Social and environmental responsibility in the company’s value chain.
• Social and environmental responsibility outside the company.
• Communication of social or environmental attributes associated with the product or service.
• Schemes, programs, or environmental or social recognitions projected for implementation.

The budget established for the investment in the proposed green business model outlined in

Table 6. Investment cost breakdown for the biofortified crop business model.

Cost Item	Description	Amount Required for the Investment	Unit Cost (COP)	Total Cost (COP)
Seeds	Biofortified seed purchase	144 Bags	$68,000	$9,792,000
Fertilizers	Soil amendment and nutrient input	60 L	$44,900	$2,694,000
Pesticides	Pest and disease management	1 Lump	$41,000	$41,000
Tools and Equipment	Agricultural tools and supplies	3 tools	$882,334	$2,647,000
Labor	Field preparation and crop care	12 professionals per month	$26,000,000	$78,000,000
Utilities	Water, electricity and fuel	6 Utilities	$189,213	$1,135,278
Other Operating Costs	Transportation, packaging, etc.	3 Packaging (324,000 Units)	$8,100,000	$24,300,000
		1 Transportation Bogotá	$800,000	$800,000
		1 Transport outside	$1,800,000	$1,800,000
Total Investment				$121,209,278

Table created by the author.

is formulated in accordance with the requirements to initiate the cultivation of iceberg lettuce. Its projection is based on the optimization of inputs and aims to avoid waste of raw materials (such as seeds). Therefore, the inputs are determined for the first three months, which is the duration required to obtain the initial harvest of the biofortified food. After this period, the business’s profits are analyzed based on the crop yield.

4.3.2. Product Life Cycle Approach

The International Standard INTECO is used in conjunction with the digital tool SIMPRO 8.5 to determine the life cycle approach for lettuce. Organic lettuce cultivation provides an equivalent of 0.15 kg of CO₂ and a eutrophication potential of 0.02 kg of PO₄ during the production stage. In the land preparation stage, the organic system contributes 0.00078 kg of SO₂, which is one of the acidifying agents that affects soil and atmosphere [27].

In this same research, an approximation can be made regarding the depletion of the ozone layer, contributing 0.000000012 kg of CFC-11. In terms of fossil fuel usage, the organic system has an impact of 0.39 MJ. Therefore, it generates a smaller environmental impact compared to a conventional system, which has an average impact of 62% [27]. Figure 4 illustrates the production chain for biofortified iceberg lettuce.

The lettuce is packaged in a customized cardboard container designed for the business model, made from recycled material. Its design allows for easy assembly by the farmer, as seen in Figure 5, featuring a 16 cm diameter hole inside the packaging that enables the stem of the lettuce to dry out through natural aeration, while also securing the lettuce during transport. The sides of the container are transparent to allow visibility of the lettuce in the market. Additionally, the lower right side displays a label indicating it is “Fortified with Vitamin A, Iron, and Zinc,” in accordance with the current legal regulations established in Resolution 810 of 2021, Resolution 2492 of 2022, and Resolution 3803 of 2016.

Storage temperature is a crucial factor for extending the shelf life of the lettuce. Lettuce should be stored at 4 °C, with a relative humidity above 95 percent. Under these conditions, the estimated shelf life is 14–20 days. However, not all marketing channels are equipped with refrigeration to maintain these conditions. Therefore, in colder municipalities, it is possible to store the lettuce at room temperature, which reduces its shelf life to approximately 10 days.

Although this study does not include a full Life Cycle Assessment (LCA), a theoretical comparison of environmental impacts was developed based on existing LCA literature on horticultural crops in Latin America and global reports on sustainable agriculture. This preliminary comparison aims to estimate the potential environmental benefits of transitioning from conventional to green biofortified production practices, specifically for iceberg lettuce in Chocontá. The key differences considered in this comparison include input origin (synthetic vs. organic), fertilizer dosage, irrigation practices, packaging materials, and local distribution strategies.

Table 7. Comparison of green models by environmental indicators.

Environmental Indicator	Conventional System in Lettuce’s Harvest	Green Model (Proposed)	Estimated Reduction (%)
Carbon footprint (kg CO2−eq/kg)	1.8–2.5	1.1–1.5	~40%
Water footprint (L/kg)	190–250	120–150	~35%
Nitrogen runoff (g N/kg)	4.2–6.0	1.8–2.5	~55%
Plastic packaging (g/kg)	18–25 (single-use)	5–10 (biodegradable or reusable)	~60%
On-farm waste generation (kg/ha)	550–700	300–400	~40%

summarizes the estimated environmental impact differences based on relevant sources [1,2,3].

The environmental impact comparisons presented in Table 6 are based on theoretical estimations extracted from literature sources. These estimations involve assumptions regarding agricultural practices, geographical conditions, and input utilization, which may not fully represent the local production context. Therefore, the results should be interpreted with caution. A full Life Cycle Assessment (LCA) is necessary in future research to validate the preliminary estimates and provide a more comprehensive evaluation of the environmental impacts under local conditions.

The green model promotes the use of low-impact fertilizers (e.g., zinc and iron sulfates at optimized levels), biodegradable packaging, short distribution routes (from Chocontá to Bogotá), and crop rotation to reduce soil degradation and water stress. While these theoretical values require empirical validation through a formal LCA, they offer a solid preliminary basis to justify the model’s environmental potential.

In future work, a full cradle-to-grave LCA following ISO 14040/14044 is recommended to quantify real impacts across all life cycle stages. This includes primary data collection on fertilizer sourcing, irrigation methods, energy use, and post-harvest processes. These metrics will help guide policy decisions, certifications, and sustainable scaling.

4.3.3. Economic Viability

Considering the production model, where planting occurs every ten (10) days to harvest after 80 days while covering the demand—including a 10% loss—10,000 seedlings are planted across 6 plots, thereby creating a cyclical production model for marketing. The economic viability is then assessed by listing the required elements for production and the associated costs.

To determine economic viability, direct and indirect costs for the production model are established alongside market reference prices, leading to a suggested price for the biofortified food product. A market study facilitates price setting and the implementation of the Net Present Value (NPV) and, subsequently, the internal rate of return (IRR) for the production model, where the cost of iceberg lettuce seeds ranges from 400 to 1200 seeds per packet.

It is important to highlight that, since the lettuce is sourced from home gardens, the product quality is natural and does not compromise the purpose of biofortification, which serves as the value added to the product marketed under this green business model. Accordingly, for the 288 seed bags costing 68,000 COP, the total investment associated with the first year amounts to 19,584,000 COP.

Next, an environmentally friendly pesticide is needed, which does not create soil dependency or affect its components. The selected pesticide, Fullneem, is neem-based, as it is natural, and its application is contingent upon the seedling’s condition. Fullneem meets the production conditions with a cost of $44,900 COP, and its lack of preparation with other substances makes it more environmentally friendly; its application depends directly on the seedling’s condition, requiring a mixture of 1 mL of pesticide in 1 L of water. Therefore, an estimated usage of 60 L/ha is calculated with an investment allocation of $2,694,000 COP. For fertilizers, costs are estimated at $20,000 COP for iron sulfate and $21,000 COP for sulfate, based on the reference company HidroInver, Bogota, Colombia. Conversely, EGA offers a basic product whose components are difficult to understand, whether concentrated or diluted, leading to the exclusion of their offer. HidroInver presents a plastic package without modification, featuring a label that is easy to detach and allows for recycling, along with the identification of the business focus, which in this case is agriculture.

For organic fertilizers, the ideal suppliers were identified as Fulvat Organic, a national provider, which presents lower risks and is more favorable compared to liquid fertilizer, and Lombritenjo, whose packaging contains less content and represents a higher investment. Accordingly, for 237,800 COP, 198 bags of 30 kg each are required.

Costs are defined for the mentioned tools, where the quality of each tool does not vary significantly, allowing for comparison. A decisive factor in determining costs is the price and ergonomic characteristics that facilitate handling for the farmer and make daily tasks easier. Consequently, cost allocations are made for shovels at $55,900, hoes at $83,900, and sprayers at $129,900. A total of 30 tools are defined, each with 10 items, resulting in $509,000 for shovels, $839,000 for hoes, and $1,230,000 for sprayers. The production model demands 238.5 m³/month in the first month; 441 m³/month in the second month; and from the third month onward, 643.5 m³/month, including human consumption [28]. However, for Chocontá, a rate of $586 per cubic meter is estimated, according to the latest report from the Superintendence of Public Services, indicating that the resource consumption for the business model amounts to $139,761 in the first month, $258,426 in the second month, and $377,091 from the third month onward [29].

Electricity is defined for administrative operations since the production model does not require direct consumption but benefits from these resources during implementation, as personnel will work under better conditions. With these needs met, there will be greater labor yields, resulting in successful harvests. Therefore, the electricity rate is set at $104,413 COP for a consumption of 131 kWh [30].

While the proposed business model projects a promising internal rate of return (IRR) of 45% and a payback period of 13 months under stable conditions, it is important to recognize potential economic risks. Price volatility, changes in consumer purchasing behavior, and competitive responses could significantly affect these projections. A comprehensive sensitivity analysis considering these variables is recommended for future evaluations to better capture economic uncertainties and ensure the robustness of the business model.

4.3.4. Market Research

An internal rate of return of 45% was calculated, which is considered viable in light of the initial investment. In this context, the payback period is calculated at 13 months, starting from the fourth month when production becomes cyclical across all nine plots, as specified in the production model.

In this scenario, the production model, which is based on production capacity, can cover 67.19% of demand. Consumers are willing to purchase biofortified foods as long as the prices are affordable. Thus, this serves as the initial commercial strategy: to fluctuate prices in accordance with market dynamics and competition, regardless of whether the foods possess the characteristics of the products being offered.

The added value is the contribution to food security through the micronutrients present in iceberg lettuce, promoting a healthy lifestyle. Its attractive packaging will allow the community to easily identify it in the market, and the tangible nature of the value chain, synthesized in the signatures of the farmers who participated in its harvest, will foster a sense of community participation in socially and environmentally responsible processes. Moreover, some hold the belief that quality products are only found in areas with high social standards, and the presence of biofortified food in vulnerable areas will advocate for social inclusion, where gradually, environmental responsibility through the consumption of food and sustainable materials (packaging, production inputs) will lead to decisions favoring more sustainable alternatives. Thus, the bargaining power is the influencing factor at 35.3 percent, as the production model varies according to consumption patterns alongside the income from the green business.

If the price is affordable, the population is capable of consuming biofortified foods. Simultaneously, the municipality has shown interest in green businesses; therefore, the threat factor of new products reflects an influence of 11.8 percent, as, while they have not yet developed biofortified foods, vegetables are present. Regarding the bargaining power of suppliers and competition, with 4 percent, it primarily refers to the quality of inputs and their prices, as fluctuations could influence production cost fixation and deter customers. In terms of competition, intensive production generates profitability, such as with potatoes, which is critical when proposing environmentally friendly alternatives and weak regarding the implementation of biofortified foods, as it requires precision in the supply of micronutrient fertilizers; hence, its threat is not significant and represents a differentiating factor in the market. Figure 6 illustrates the canvas model of the green business.

When comparing the proposed model to other green business strategies in Colombia, such as the “Programa de Negocios Verdes” led by MinAmbiente, it is evident that while both initiatives share sustainability principles, our model places a stronger emphasis on the integration of biofortification as a tool to address local malnutrition and food security challenges. Unlike the Negocios Verdes strategy, which primarily promotes environmentally friendly business practices across various sectors, our model is deeply rooted in the local agricultural context and links nutritional improvement directly to market development.

Additionally, compared to international biofortification initiatives such as those driven by HarvestPlus in Colombia, the present model extends beyond crop development and dissemination by proposing a business model that integrates the entire value chain, from production to commercialization, ensuring that both nutritional and economic benefits reach the local community. This integrated and systemic perspective strengthens the replicability and sustainability of the model in rural Colombian settings.

Compared to existing initiatives such as the Programa de Negocios Verdes in Colombia and the HarvestPlus project internationally, the proposed model presents unique practical challenges. Unlike well-established initiatives, this model faces a higher initial risk due to limited consumer awareness of biofortified foods and the dependency on a small-scale farmer network with constrained financial resources.

However, its advantage lies in its localized focus, leveraging community networks and proximity to Bogotá’s urban markets, which could facilitate faster market penetration and stronger consumer relationships if accompanied by effective marketing strategies and educational campaigns about the benefits of biofortification.

This study presents several limitations that must be considered when interpreting the results and planning future research. First, much of the information used in the market assessment and environmental estimation is derived from secondary data sources, including national reports, scientific literature, and demographic databases. While these sources were carefully selected and triangulated, they may not fully reflect the specific dynamics of the target populations in Chocontá and Bogotá. Therefore, primary data collection through field surveys, stakeholder interviews, and experimental trials is recommended to strengthen model validation.

Second, the estimation of vitamin A content in biofortified crops—particularly iceberg lettuce—was based on theoretical assumptions and did not include direct biochemical quantification. This introduces uncertainty regarding both the actual concentration of provitamin A compounds and their bioavailability. Consequently, the current values should be considered preliminary, and future studies should prioritize laboratory analysis of vitamin A content to support nutritional claims more robustly.

Recognizing these limitations is essential to contextualize the findings and to guide more accurate and comprehensive applications of the proposed green business model.

Beyond methodological limitations, there are practical risks that could affect the successful implementation of the proposed green business model. First, farmers may be reluctant to adopt biofortified crops due to lack of familiarity, perceived risks in changing current practices, and limited access to technical assistance or financial support. Second, consumer acceptance goes beyond pricing—factors such as taste, appearance, and trust in nutritional benefits will influence demand, especially in local markets where awareness of biofortified foods is still low.

Climate variability also poses a challenge. Changes in temperature, rainfall patterns, and soil conditions may affect crop yields and alter the absorption of micronutrients, impacting the consistency of the biofortification effect. These risks suggest the need for small-scale pilot trials, ongoing monitoring, and targeted education strategies to improve the adoption and resilience of the model.

5. Conclusions

The proposal for a green business model for biofortified food begins by determining compliance with current legal regulations on the Maximum Tolerable Levels (MTLs) of intake for biofortified foods, identifying iceberg lettuce as the first food product suitable for commercialization. Subsequently, the proposal indicates that it does not require modifications to the farmers’ land but rather the availability of 1 hectare to meet the demand of 156,436 kg/year through the harvesting of 19,800 seedlings every 10 days.

Consequently, by incorporating biofortification characteristics, the model contributes to the food security of the target population, which includes the Almeidas region and UPZ 1 and UPZ 9 of Bogotá D.C.—areas that, due to their geographic location, have limited access to these foods. The strategies proposed throughout the research—such as marketing channels, distribution frequency, and pricing—facilitate the consumption of fresh food. Moreover, the planning details that the positioning focuses on price, as it is non-intrusive, allows for fair and healthy market competition, and provides consumers with the opportunity to purchase affordable food.

Thus, the proposal is framed within economic, social, and environmental viability, demonstrating a holistic environmental management approach.

From an economic perspective, while the cost of cultivating lettuce using conventional practices is lower, this business model advocates for the planned use of inputs, applying low doses of fertilizers and efficient resource use, which ultimately reduces production costs. This model highlights an investment of $121,209,278 COP, with a profitability of a return rate of 40%. The above is due to the fact that, with the cash flow of the first year amounting to −$121,209,278 COP and an income of −$49,533,761 COP from the sale of 252,000 units of iceberg lettuce, in this moment it is not possible to determine the true percentage of the internal rate of return (IRR) and the time frame in which the investment could be recovered and significant profits projected.

Thus, only in the second year is it possible to ascertain that the investment can be recovered with a closing balance of $102,535,271 COP, considering that in month 4 of the first year, the cash flow is positive at $460,909 COP and continues to increase thereafter. Consequently, it can be established that the investment is recovered in 13 months with a Net Present Value (NPV) of $107,116,582 COP

The proposed green business model demonstrates a promising economic potential, with a projected internal rate of return (IRR) of 45% and a payback period of approximately 13 months under the expected production and sales scenarios.

It is important to clarify that while the IRR calculation is based on projected five-year cash flows, the full recovery of the initial investment is expected to occur after the first operational year, effectively within the second year. This emphasizes the need for effective early-stage management and market entry strategies to achieve financial sustainability.

Socially, farmers are crucial to the success of the business model, as they continuously provide feedback on the proposal, drawing from their experience and applying their knowledge while strengthening their capacities through strategic alliances within the region.

Therefore, with the formulation of the green business proposal in a sector with low vegetable implementation, such as the municipality of Chocontá, which represents significant contributions to agriculture in the department of Cundinamarca, this initiative aims to promote responsible commercialization throughout the entire value chain.

The identified risks, including farmer adoption hesitancy, consumer perception uncertainties, and climate variability, pose significant challenges to the scalability and long-term sustainability of the model. Successful scaling will require adaptive management strategies that address these barriers, continuous farmer training, and robust consumer education initiatives. Furthermore, building resilience into the production model through diversification of crops and access to sustainable financing mechanisms will be critical to ensure its viability over time.