High Tietê region is responsible for 85% of medlar production in São Paulo State. Profitable activity, in the last years producers have verified a decrease in its profitability. The aims of this study were to systemize economic information on the productive chain; to analyze the market structure and to simulate offer displacement economic viability. Medlar prices increase shows a growth until the year 2000 and a posterior decrease. The wholesale market has acted as a "cushioning mattress". Market structure and this study results showed that producers are in an advantageous position for a change, important to a sustainable participation in the activity.
medlar; productive chain; profitability
