One of the determinants of the market supply of a good is the price of other goods that the seller could sell instead (what we refer to as 'substitutes in supply'). For example, consider a seller that could use their resources to produce two goods, A and B. Say that the price of A decreases, while the price of B stays the same. The seller will respond by using less of their resources to produce A, and therefore using more resources to produce B. The quantity of A supplied will decrease, while the supply of B will increase. [*]
The Waikato Economics Discussion Group looked at an example like this at our meeting today, based on this recent article by Itzel De Haro (University of Navarra), published in the journal World Development (open access). De Haro looks at whether, when the price of heroin in the US fell because of the introduction of fentanyl, the Mexican drug cartels pivoted to the avocado industry instead. In short, De Haro finds evidence consistent with that story, and consistent with the theory of the supply curve outlined above. Let's break down how De Haro showed this.
De Haro first notes that:
Mexico is also the main exporter of heroin to the U.S., responsible for 90% of the heroin consumed in the country... Consequently, fluctuations in heroin demand in the U.S. can significantly impact opium production, cartel competition and violence within Mexico...
However, beginning in 2013, the demand for opioids shifted due to the introduction of Fentanyl in the U.S...
The decrease in the U.S. demand for heroin directly affected the demand for raw opium paste used to produce heroin. As a result, prices of opium paid by drug cartels to opium farmers in Mexico decreased significantly, falling 50% to 80% between 2017 and 2019...
In other words, the price of heroin decreased, and heroin became less profitable for drug cartels. Poppy farming also became less profitable for farmers So, it is natural for the cartels (and poppy farmers) to look for alternative (and more profitable) uses of their resources. De Haro built a crop suitability index for poppy and avocado growing for the eight states in Mexico that are the main focus of the study. The index is based on the FAO’s Ecological Crop Requirements (Ecocrop) database, and historical precipitation and temperature data obtained from AgMerra, along with land elevation data from INEGI. The two suitability indexes look very similar geographically. From Figure 5 (panels (c) and (d)) in the paper:

Notice that the areas that are most suitable for growing avocados (the darker green areas on the map on the left) are to a large extent the areas that are most suitable for growing poppies (the darker blue areas on the map on the right). So, farmers have a choice of using the land for growing poppies or avocados. And cartels have a choice of targeting poppy farmers or avocado farmers in a particular area.
De Haro then looks at violence and cartel activity data across those eight states over the period from 2011 to 2019. Specifically, De Haro looks at the overall homicide rate, the homicide rate for agricultural workers, the homicide rate for males aged 15-40 killed by a firearm (as a proxy for inter-cartel violence), and drug cartel presence (based on various measures derived from data from the Mapping Criminal Organizations (MCO) project). The main regression specification looks at whether US fentanyl deaths in the previous year affects violence (or cartel activity) in the current year, differently in areas that are more suitable for growing avocados and areas that are more suitable for growing poppies, controlling for a variety of other variables.
First, looking at violence, De Haro finds that:
...the introduction of Fentanyl in the U.S. led to increases in the homicide rates of avocado-suitable municipalities, while having the contrary effect on poppy-suitable municipalities.
Because the suitability index is just an index, the actual coefficients on the variables in the regression don't have a natural interpretation (and the interaction effects make things tricky). However, it looks like a one-standard-deviation higher avocado suitability is associated with a 7.1 percent increase in the homicide rate, while a one-standard-deviation higher poppy suitability is associated with a 6.9 percent decrease in the homicide rate. De Haro also finds an:
...increase in homicides of agricultural workers for avocado-suitable municipalities, suggesting that cartels may be using force to extract revenue from farmers, possibly to enforce extortion payments, or through violent robberies.
The effects are slightly larger here, with a one-standard-deviation higher avocado suitability associated with an 8.3 percent increase in the agricultural worker homicide rate, and a one-standard-deviation higher poppy suitability associated with a 7.4 percent decrease in the homicide rate. Finally, for inter-cartel violence, De Haro finds:
...no effect in avocado-suitable municipalities and a decrease in poppy-suitable municipalities...
This latter null effect might seem surprising. However, whether cartels are fighting over poppies or fighting over avocados, the amount of fighting may well be similar. And what De Haro finds is consistent with that. Turning to cartel presence generally, De Haro finds:
...small and no statistically significant effects on cartel presence and market concentration in municipalities suited for avocados. This suggests that, despite substantial revenue growth in the avocado industry over the past two decades, the potential profits that cartels can extract are not significant enough for them to move into these municipalities.
Another way of interpreting this last result is that the cartels don't need to move into the avocado-suitable municipalities because those municipalities are also generally those that are poppy-suitable, and therefore the cartels are already there!
So, overall, De Haro finds evidence that cartels redirected their attention from poppies to avocados, when the price of heroin (derived from poppies) fell, decreasing the profitability of poppy cultivation. The practical effect was more homicide of agricultural workers in areas more suitable for avocado growing, and less homicides of agricultural workers in areas more suitable for poppy growing.
When the price of a good falls (poppies), sellers want to sell less of it, and instead use their resources for something else (avocados) instead. It turns out that drug cartels act like rational and profit maximising sellers.
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[*] The difference in terminology here is important. A given supply curve holds constant all of the determinants of supply other than the price. When there is a change in price, the market moves along the supply curve (a change in quantity supplied). When there is a change in one of the other determinants of supply (other than price), the entire supply curve shifts (a change in supply). In this example, because the price of A has decreased, the market moves along the supply curve for A. The seller wants to sell less of A because the price is now lower, so there is a decrease in the quantity of A supplied. The price of B has not changed, but one of the other determinants (the price of the substitute in supply, A) has decreased. That leads the seller to want to sell more of B, so there is an increase in the supply of B. This change happens regardless of the price of B. In other words, the seller would want to sell more of B at each and every price. The entire supply curve for B will shift to the right.