We used Likert-scale questions and the choice experiment method to evaluate the general perception of consumers regarding differentiated products and to estimate their willingness to pay for characteristics of a differentiated coffee, respectively (N=172). The three characteristics perceived as most important are that the product does not use child labor, that more detailed product information is provided in the packaging and that it is produced locally. In addition, we found that consumers are willing to pay between $1,37 and $4,38, in addition to the current price, for an 8-ounce package of coffee with different production characteristics.

Incidence of tick infestation in Puerto Rico was evaluated, as well as control mechanisms, and economic losses due to ticks in dairy herds. Data were obtained by means of questionnaire information from 261 dairy herds representing 85% of all dairies in Puerto Rico. Seventy-one percent of those interviewed confirmed tick infestation in their herds. To control tick infestation 97% used fumigation of animals; 8%, fumigation of structures. The most common method used for pesticide application (73%) was by fumigating animals in chutes by using a pump. Tick incidence was 72% in dry cows and 54% in milk cows. Poisson regression analysis showed no significant differences in mortality rates between the northeast and northwest zones of the island. Differences were found among municipalities. The average annual cost of the tick control program that farmers maintained was $28.09 per cow but mortality losses are much more costly.

In 2005 we conducted a survey among 264 plantain producers, 73% of whom owned the farms. The average farm size was 31 ha (˜79 acres), 35% of which were cultivated. On 77% of the farms, plantain was the main crop; on 9%, coffee. Total area in plantain was 1,847 ha (˜4,695 acres). With regard to marketing, 77% of the producers sold their production to middlemen; 6%, directly. Most of the producers (71%) sold their production all year; 15%, only six months. The most important problem for 52% of the farmers was marketing. Ninety-six percent of the producers were willing to increase their production if necessary; 94% would agree to be organized. A survey representing 123 managers showed that 100% of their supermarkets buy plantains weekly, mostly from distributors and middlemen. Plantains are one of the most important products in the fresh produce section. Processed plantain is the most important among frozen products. Distributors buy plantain products from Ecuador and Costa Rica. Product size is the most important characteristic for the merchant. Retailers consider that a local industry would have potential for local consumption and also for exportation only if prices and quality were competitive. One hundred sixty consumers (82% women) were interviewed in seven municipalities in selected supermarkets. Among the interviewed, 71% said the homemaker was the one who bought the food; 60% said the homemaker was the person who decided what to buy. The average family size was three. Ninety-two percent of those interviewed bought fresh plantain; 36%, processed. Sixty-two percent mentioned not buying processed plantain; 38% bought 'tostones' and 'amarillos'. Participants indicated that they would like to buy other elaborated plantain products. Fortyfour percent mentioned that the available products were of high quality. Size and greenness were parameters of quality; 32% of those interviewed mentioned not knowing that all the fresh plantains consumed in Puerto Rico were locally produced; 94% would support a local industry of processed plantain. Most of the participants considered the fresh plantain of high quality.

Plantain is the most important crop in Puerto Rico; however, the annual per capita consumption of plantain decreased from 27 kg in 2003 to 24 kg in 2008. This research analyzed changes in tastes and preferences in plantain consumption in Puerto Rico between 2003 and 2008. The data was collected in two surveys conducted around the Island in 2003 and 2008. The study shows that the decrease in plantain consumption is mostly due to the reduction in plantain production; 75% of the interviewed mentioned that they were still buying the same amount of plantains. In both surveys it was established that women were in charge of buying and deciding what to prepare for meals. The number of persons buying fresh plantain decreased from 98% in 2003 to 72% in 2008, whereas plantain price increased from $0.32 to $0.64 per unit between the two surveys. In 2008, 82% of consumers considered locally produced plantains as of good quality. In 2003, 14% considered that plantains were of good quality. The most mentioned parameters for determining the quality of plantains were color and size. Both years, plantains were mostly bought at the street vendors' market places, 47 and 50%. In both surveys, 36% of the interviewed used to buy processed plantain. Consumers considered the processed plantains as having good quality, 22% in 2003 and 48% in 2008. The preferred plantain products were fried plantains ('tostones'), ripe fried plantains and chips. In the 2003 survey, 94% of the consumers mentioned that they support a local plantain industry, although in 2008 a reduction of 11% was observed, 83% said they will support a local processed plantain industry. The present situation of the plantain commodity is not favorable for establishing a local plantain industry; plantain production must increase in order to supply both the fresh and processed plantain demand, at reasonable prices.

ANÁLISIS DESCRIPTIVO DE LAS PREFERENCIAS DE LOS CONSUMIDORES DE RAÍCES Y TUBÉRCULOS EN PUERTO RICO