Profitability and Market Competitiveness of Passion Fruit (Passiflora edulis) Production in Taraba State

Passion fruit (Passiflora edulis) is an emerging high-value tropical fruit crop with significant commercial potential in North East Nigeria, where the cool highland climate of Taraba State provides favorable growing conditions. Growing urban demand for exotic fruit juices and health beverages is creating new market opportunities for passion fruit producers, yet the economic viability of commercial passion fruit enterprises in the region has not been rigorously evaluated. This study analyzes the profitability and market competitiveness of passion fruit production among commercial and semi-commercial farmers in Jalingo and Wukari local government areas of Taraba State. Data were collected from 50 passion fruit farmers using structured enterprise budget questionnaires. Profitability indicators including gross margin, net farm income, and return on investment were computed. A competitiveness analysis was conducted using cost of production benchmarking against imported passion fruit concentrate. Results indicate that passion fruit production is highly profitable in Taraba State, with a gross margin of N320,000 per hectare and a return on investment of 185 percent. However, access to certified planting material, processing facilities, and organized market linkages are identified as critical constraints. The study recommends investment in a passion fruit nursery and processing hub in Taraba State, supported by state agribusiness development programs. Keywords: passion fruit, Passiflora edulis, profitability, market competitiveness, Taraba State