The Right Tortilla for the Right Occasion: Variation in Consumers’ Willingness to Pay for Blue Maize Tortillas Based on Utilization

Blare, Trent; Donovan, Jason; Garcia-Medina, Mariana

doi:10.1080/10454446.2020.1832637

Cited by 11 publications

(13 citation statements)

References 51 publications

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“…On the other hand, women from urban areas in the middle age group were willing to pay the highest amount for this type of tortilla: 2.07 MXN per tortilla, on average. In this sense, Blare et al 45 . found that peri‐urban consumers are willing to pay 31% and 42% more for handmade comal blue tortillas than for machine tortillas when consumed outside or inside their home, respectively.…”

Section: Resultsmentioning

confidence: 99%

Sensory profile and acceptance of maize tortillas by rural and urban consumers in Mexico

2021

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BACKGROUND: Maize tortillas are the staple food of Mexico and their consumption contributes to preserving the gastronomic patrimony and food security of the population. The aim of the present study was to generate a reference sensory profile for different types of tortillas and to evaluate the effect that these sensory characteristics have on consumer liking and how this influences their consumption preferences and purchase intent. Three types of maize tortillas were analyzed: traditional (T1), combined (T2) and industrialized (T3). The samples were characterized using the modified flash profile method. Sensory acceptability and preference tests were conducted on 240 urban and rural consumers. RESULTS:The judges characterized 19 attributes in the tortilla samples, eight of which were also identified by consumers. In the case of traditional tortillas, the matching attributes were maize flavor, color, thickness and moisture. Only rural consumers were able to perceive significant differences between the samples in terms of aroma and taste/flavor. The study has contributed to understanding the complex mechanisms of sensory acceptance through the use of tools that combine qualitative and quantitative data.CONCLUSION: Although 56% of rural and urban consumers prefer traditional tortillas for their sensory characteristics, purchase intent is also affected by socioeconomic, cultural and microbiological factors.

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Section: Resultsmentioning

confidence: 99%

Sensory profile and acceptance of maize tortillas by rural and urban consumers in Mexico

2021

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“…Destacan seis alimentos 1 de maíz azul consumidos; tortillas y tostadas en las comunidades rurales en donde se elaboran, con preferencias marcadas de tostadas y totopos en ciudades cercanas a esta región -Cholula y Ciudad de Puebla-. En los mercados del Estado de México y en Ciudad de México, se observa las preferencias por los tlacoyos (tabla 2); mercados que definen la presencia de consumidores de ingresos bajos y medios, coincidiendo con lo encontrado por Blare et al, (2020) El consumo registra diversos momentos y nivel de asiduidad, desde consumo una vez a la semana (37.3%), cada fin de semana (24%), fechas especiales (14.7%), mensualmente (12%), cada tercer día (8%), dos veces por semana (1.3%), cada quince días (1.3%), y todos los días (1.3%).…”

Section: Resultados Y Discusiónunclassified

“…El consumo de alimentos de maíz azul ha crecido en los últimos años, situación que ha alentado a los productores a seguir con su producción (Pérez et al, 2019), no obstante la mayoría de las investigaciones se han centrado en las preferencias del consumidor de productos elaborados a base de maíz blanco y principalmente en tortillas (Corredor et al, 2010;Escobedo y Jaramillo, 2019;Espejel-García et al, 2016;González y López 2019;Iuga et al, 2019;Salazar, 2018;Sánchez et al, 2020;Villanueva, 2016). Con algunos estudios del consumidor de alimentos elaborados a partir de maíces nativos de especialidad (Blare et al, 2020;Miranda, 2017;Ranum et al, 2014;y Vieira et al, 2011).…”

Section: Introductionunclassified

Consumidores de productos de maíz azul en mercados de productores, Sierra Nevada, Puebla, México

et al. 2021

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Objetivo: identificar las preferencias del consumidor de tortilla, pinole, totopos, tostadas de maíz azul, como productos de especialidad, con su valoración de los atributos organolépticos, sociales, de originalidad y tradicionales. Metodolgía: se exploraron cinco mercados locales, fueron entrevistados 75 consumidores, con un muestreo probabilístico aleatorio estratificado, con 90% de confiabilidad; utilizando el análisis por conglomerados, se caracteriza a los consumidores. Resultados: se encontró a consumidores que señalan las características organolépticas y culturales como fuente de su preferencia, por su sabor, color y frescura, con diferencias significativas (p<0.05) entre mercados; sin diferencias significativas por ser elaborados con maíz azul, de manera artesanal y sin aditivos (p>0.5). Consumidores entre 30 y 50 años, con ingresos superiores a 4,000.00 pesos mensuales, con presencia de amas de casa (33%) y de profesionistas (30%), que se sienten satisfechos con su consumo y con el precio que pagan (72%), enterados que el maíz es obtenido por pequeños productores locales (45%). Limitaciones, se exploran cinco mercados que no cubren la diversidad de consumidores de estos productos locales. Conclusiones, la propuesta teórica para estudiar mercados de productores facilita la identificación de las preferencias de los consumidores de productos de maíz azul, quienes valoran lo local, tradicional y de identidad de estos productos, además de características organoléptica, condensando rasgos de añoranza por los alimentos tradicionales, lo que reconoce el esfuerzo que hacen los productores del medio rural, por conservarlos y mejorarlos.

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“…Maize landraces connected with traditional food products, such as blue maize and maize for pozole in Mexico, can command higher prices when sold to specialty markets than maize grain sold to commercial markets, improving livelihoods of small-holder farmers and enhancing on-farm conservation of those landraces [50]. A recent study [99] demonstrated that, in peri-urban areas near Mexico City, consumers were willing to pay more for tortillas made with blue rather than white or yellow maize; consumers reported limited access to blue maize tortillas and insufficient knowledge about product availability, suggesting a considerable demand-side opportunity for expansion of blue maize. This market opportunity, however, is limited by challenges on the supply side, i.e., grain heterogeneity, variable and insufficient production, and lack of farmer aggregation and connectivity to markets.…”

Section: How To Promote On-farm Landraces Conservationmentioning

confidence: 99%

“…The project is based in Mexico, where blue-grained maize is traditionally used for various food products. Blue maize is perceived by many consumers as better tasting and more nutritious than white maize [51,99]. Although Mexico is the primary target for the improved blue grain varieties, the potential beneficiaries include farmers in Central America and the Andean countries of South America, who have extensive areas where blue maize is also desirable.…”

Section: Mexicomentioning

confidence: 99%

Conservation and Use of Latin American Maize Diversity: Pillar of Nutrition Security and Cultural Heritage of Humanity

Guzzon

Rios²,

Cepeda

et al. 2021

Agronomy

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Latin America is the center of domestication and diversity of maize, the second most cultivated crop worldwide. In this region, maize landraces are fundamental for food security, livelihoods, and culture. Nevertheless, genetic erosion (i.e., the loss of genetic diversity and variation in a crop) threatens the continued cultivation and in situ conservation of landrace diversity that is crucial to climate change adaptation and diverse uses of maize. We provide an overview of maize diversity in Latin America before discussing factors associated with persistence of large in situ maize diversity, causes for maize landrace abandonment by farmers, and strategies to enhance the cultivation of landraces. Among other factors, maize diversity is linked with: (1) small-holder farming, (2) the production of traditional food products, (3) traditional cropping systems, (4) cultivation in marginal areas, and (5) retention of control over the production system by the farmers. On the other hand, genetic erosion is associated with substitution of landraces with hybrid varieties or cash crops, and partial (off-farm labor) or complete migration to urban areas. Continued cultivation, and therefore on-farm conservation of genetic diversity held in maize landraces, can be encouraged by creating or strengthening market opportunities that make the cultivation of landraces and open pollinated varieties (OPVs) more profitable for farmers, supporting breeding programs that prioritize improvement of landraces and their special traits, and increasing the access to quality germplasm of landraces and landrace-derived OPVs.

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The Right Tortilla for the Right Occasion: Variation in Consumers’ Willingness to Pay for Blue Maize Tortillas Based on Utilization

Cited by 11 publications

References 51 publications

Sensory profile and acceptance of maize tortillas by rural and urban consumers in Mexico

Sensory profile and acceptance of maize tortillas by rural and urban consumers in Mexico

Consumidores de productos de maíz azul en mercados de productores, Sierra Nevada, Puebla, México

Conservation and Use of Latin American Maize Diversity: Pillar of Nutrition Security and Cultural Heritage of Humanity

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