‘Demand has skyrocketed’: Mexicans are willing to pay a premium for blue corn
CIMMYT study in Mexico shows consumers are willing to pay higher prices for blue maize tortillas.
December 5, 2019
CIMMYT study finds that women are 33% more likely to pay for blue maize tortillas and men are 19% more likely. A person’s income had no impact on the willingness to pay more for blue maize.
Nutrition, health and food security