Tag: market analysis

Market Intelligence Briefs – a new publication series to inform crop-breeding decisions

Written by Sarah McLaughlin on March 1, 2023. Posted in News.

The CGIAR Initiative on Market Intelligence represents a new effort to engage social scientists, crop breeding teams and others to work together toward the design and implementation of a demand-led breeding approach. (Photo: Susan Otieno/CIMMYT)

What is ‘Market Intelligence’?

Strategies for breeding and seed systems to deliver greater impact will benefit from reliable and comparable evidence on the needs and requirements of farmers, processors and consumers. This includes anticipating how farmers may respond to emerging threats and opportunities in light of seed-sector and product-market evolution and the changing environment. Experts generally agree that ‘demand-led breeding’ will be essential to achieve more impact from investments in crop breeding. But the continued interest in a demand-led approach to the design of varieties and the prioritization of breeding pipelines requires reliable, comparable and timely market intelligence. It also requires new mechanisms for how market intelligence is collected, shared and discussed with those engaged in the design and funding of breeding pipelines and seed systems.

Over the past 25 years, social science researchers from CGIAR, NARES and universities have generated important insights on the traits and varieties farmers prefer. These farmer preferences for traits and varieties have been explored through household surveys, participatory rural appraisals and participatory varietal selection. More recently, economists have employed tools such as choice experiments, experimental auctions and gamification of farmer priority traits. Overall, a large body of work has emerged, but variations in research questions, methodologies and interventions have contributed to disparate research findings and limited the opportunities for consolidation and comparative analyses.

Looking ahead, a strategic opportunity to guide more impactful investments in crop breeding and seed systems development lies in:

designing a consistent approach for generating and disseminating market intelligence
coordinating research across CGIAR and NARES to deliver timely market intelligence;
establishing processes for coordination across social science teams and among social science, crop modelers, CGIAR-NARES networks and the private sector.

The CGIAR Initiative on Market Intelligence (‘Market Intelligence’ for brevity) represents a new effort to engage social scientists, crop breeding teams and others to work together toward the design and implementation of a demand-led breeding approach.

Within this initiative, the International Maize and Wheat Improvement Center (CIMMYT) leads Work Package 1, ‘Market Intelligence’, which is responsible for the design of innovative methods and tools to collect market intelligence and the application of these tools across different regions and crops relevant for CGIAR breeding. The Work Package engages either other CGIAR centers and external partners, such as CIRAD and the World Vegetable Center. An early, but critical, challenge facing the Work Package team was how to disseminate in an accessible and timely manner market intelligence to breeding teams, funders, and the private sector.

Market Intelligence Briefs

Traditionally, researchers from CGIAR, NARES and universities who have sought to inform crop breeding and seed systems programming have done so by publishing their work in reputable international peer-reviewed journals. However, the process can be slow, potentially requiring multiple revisions over years. The practical nature of market intelligence research can limit its relevance for journal editors who are looking to push theoretical debates forward. Thus, for Market Intelligence to deliver on its promise, new ways of communicating will be essential. In looking to address these limitations, work package 1 has led the design and implementation of a new publication series called Market Intelligence Briefs (MIB). Each brief is reviewed by peers, is concise (less than 4000 words), avoids technical jargon, and attempts to present conclusions in a clear and decisive manner. In 2022 the first two editions of the MIB series were published, both led by CIMMYT researchers and available online.

MIB 1: a framework for informing crop breeding

This brief defines several important concepts that, when taken together, form the basic framework used by the Initiative to generate comparable and useful market intelligence. Some of the definitions are inspired by previous work on demand-led breeding, while others build on work by CGIAR’s Excellence in Breeding (EiB) platform. A confusing set of terms and definitions has emerged around market intelligence—a field rooted in commercial product innovation—with different terms and definitions for similar concepts. In the interest of clear communication and understanding among those engaged in crop breeding, seed systems and social science, this brief presents key concepts and definitions that have been discussed extensively during the initial months of implementation of Market Intelligence. We conclude the brief with reflections on the way forward for implementation.

MIB 2: future market segments for hybrid maize

The second brief zooms into the maize market segments in East Africa and proposes a new methodology for gathering insights from farmers about their varietal preferences to inform future market segmentation. This brief explains the conceptual and methodological underpinnings of Video-based Product Concept Testing (VPCT) and presents an application of the tool in hybrid maize. Seven new product concepts (representing potential future market segments) were identified based on discussions with breeders, seed companies and farmers, which we labelled: home use, intercropping, drought avoidance, nutritious, feed (yellow), green maize and food and fodder. These future concepts, together with the resilient benchmark product concept (the current breeding target), were evaluated through triadic comparisons with 2400 farmers in Kenya and Uganda. The results showed that concepts focused on agronomic performance were preferred over concepts focused on end use characteristics, but that diversity in farming practices can lead to different seed preferences.

Looking ahead

In 2023, several briefs will be published from scientists working in the market intelligence initiative and various partners of Market Intelligence from outside the CGIAR. An on-line repository for these briefs is being designed now. Future briefs will cover a variety of topics, from competition in maize seed markets in Kenya (based on a two year study that tracked seed sales at the retail level), methods for assessing the demand for future step-change innovations in genetic innovations, and preferences for future groundnut seed products in Tanzania, considering the needs of farmers and processors. We believe that these briefs will become a valuable communication tool to support informed decision making by crop breeders, seed system specialists, and donors on future priorities and investments by CGIAR, NARS, the private sector and non-governmental organizations (NGOs).

This project received funding from the Accelerating Genetic Gains in Maize and Wheat project (AGG) [INV-003439], funded by the Bill & Melinda Gates Foundation, the UK’s Foreign, Commonwealth & Development Office (FCDO), the Foundation for Food & Agricultural Research (FFAR) and the United States Agency for International Development (USAID).

Read the original article: Market Intelligence Briefs – a new publication series to inform crop-breeding decisions

Tackling wheat price rises instigated by conflict

Written by Sarah McLaughlin on November 3, 2022. Posted in Publications.

The conflict between Russia and Ukraine undoubtedly impacts food security, as these two countries are responsible for more than a quarter of wheat traded globally. Developing countries that rely heavily on wheat imports are most at risk from this supply disruption.

Set against an existing backdrop of food insecurity and increasing poverty, the conflict exacerbates present challenges. The United Nations Food and Agriculture Organization (FAO) predicts that a further 11 to 19 million people will be experiencing chronic hunger by 2023, on top of the existing 193 million people facing food insecurity, and at least 47 countries are expected to fall short of the Zero Hunger target, one of the UN Sustainable Development Goals (SDGs).

In a study at the International Maize and Wheat Improvement Center (CIMMYT), scientists theorized that the domestic price of wheat is determined by the international price. Their hypothesis also supposed that wheat production is constant and that no significant change in wheat consumption habits is expected in the foreseeable future.

Schematic diagram on the relationship between export-import price, producer price, and wheat consumption.

Scientists discovered that a 1 percent decrease in the global wheat trade could increase the producers’ price by 1.1 percent in the countries sampled. Furthermore, a 1 percent increase in the producers’ price could reduce annual per capita wheat consumption by 0.59 percent, daily calorie intake by 0.54 percent and protein intake by 0.64 percent. A 50% reduction in Russian and Ukrainian wheat exports could increase prices by 15 percent, leading to an 8% reduction in wheat consumption and dietary energy intake.

Rising costs of staple foods such as wheat can lead to violence and social unrest, as witnessed in 2007-11. It is therefore vital to ensure that import-dependent, resource-poor countries are supported to address their precarious food security. Steady public funding, investment in research, and enhanced production in wheat-growing nations can play an integral role in achieving a solution. In the long-term, closing the yield gap through research and investment, particularly in Africa, will lead towards self-sufficiency in wheat in Africa, contributing towards overall food security across the continent.

Read the study: Potential impacts of Ukraine-Russia armed conflict on global wheat food security: A quantitative exploration

This study was financially supported by the CGIAR Initiative on Foresight and Metrics for the Transformation of Food, Land and Water Systems (FMI). We would like to thank all funders who supported this research through their contributions to the CGIAR Trust Fund.

Cover photo: Scientists from CIMMYT’s Sustainable Agrifood Systems (SAS) program in wheat fields, Ethiopia. (Photo: Rabe Yahaya/CIMMYT)

CIMMYT researchers and staff from the East Africa Grain Council hold loaves of bread at a bakery on the outskirts of Nairobi, Kenya. (Photo: Susan Otieno/CIMMYT)

Exploring the potential for blended wheat flours in Kenya

Written by Susan Otieno on July 26, 2022. Posted in Features.

Over the years, wheat-based foods have increasingly been incorporated as part of Kenyan meals. One example is packaged bread, which has become a common feature on Kenyan breakfast tables with millions of loaves from industrial bakeries delivered to retail shops daily, countrywide. Another example is chapati — a round unleavened flat bread. Once reserved for special occasions, chapati can now be purchased from roadside venders throughout the capital Nairobi.

Millers and processors in Kenya are highly dependent on imported wheat to meet the strong demand for wheat-based food products. The conflict between Russia and Ukraine, two of the most important sources of imported wheat for Kenya, presents a major threat to millers and industrial bakeries. Prices for bread and chapati are increasing and may continue to increase. Governments and wheat-related industries are looking at short- and long-term options to reduce utilization of imported wheat. One short-term option is the blending of wheat flour with flour derived from locally available crops, such as cassava, millet or sorghum.

Record-high price of wheat

A sign at a flour mill in East Africa shows proportions of wheat from different origins (Argentina, Russia, Ukraine and local) used in that particular day’s production. (Photo: Alison Bentley/CIMMYT)

A visit to local industrial bakeries and wheat flour millers on the outskirts of Nairobi by International Maize and Wheat Improvement Center (CIMMYT) researchers confirmed the effects of record-high global prices of wheat. Global Wheat Program director Alison Bentley and senior economist Jason Donovan had conversations with leaders of industrial bakeries and millers, who gave insights into their grain demands, production processes and sales volumes.

One of the leaders of an established industrial bakery divulged that they use approximately 15,000 tons of wheat flour monthly to make baked products, with only 10% of the wheat obtained locally.

“In the last ten years, local wheat production has comprised about ten to fifteen percent of our cereal mixture for bread, and we were already paying higher prices to farmers compared to import prices. The farmers were already being paid about 30 to 40 dollars more per ton,” a manager of a large baking industry in Kenya explained to the CIMMYT team.

According to government regulations, millers and bakeries must purchase locally produced wheat at agreed prices before they can buy imported wheat. He agreed that though the quality of local wheat is good, the local production cannot compete with the higher volume of imported wheat or its lower price.

Growing wheat in East Africa

It has been more than four months since the Russia-Ukraine conflict unfolded, and since then prices of wheat-based products have been increasing significantly. The current crisis has sparked the debate on low levels of self-sufficiency in food production for many countries. And this is especially the case for wheat in Kenya, and more widely in Africa.

Bentley points out that the biophysical conditions to produce wheat in East Africa are present and favorable. However, more work is needed to strengthen local wheat production, starting with efficient seed systems. Farmers who are interested in growing wheat need access to high performing and stress-tolerant wheat varieties.

CIMMYT Global Wheat Program director, Alison Bentley, observes the bread making process at an industrial bakery on the outskirts of Nairobi, Kenya. (Photo: Susan Otieno/CIMMYT)

Practical response to the crisis

With no certainty as to how long the conflict will continue and climate change resulting in significant crop loss in key production zones, wheat shortages on international markets could become a reality. Blending of wheat flour with locally available crops could be an option as an immediate response to the current scarcity of wheat in East Africa. “Blending [flour] is when for instance five percent of wheat flour is replaced with flour from a different crop such as sorghum or cassava,” Bentley explained.

Donovan added that, though it might seem like a small number, it becomes significant in consideration to the volume of wheat that industries use to make different products, translating into thousands of metric tons. He noted that blending flour therefore has the potential to create a win-win situtation, because it can boost the demand for local crops and address uncertainty and price volatility on international wheat markets.

Consumer acceptance of new products

Different types of flour on supermarket shelves in Kenya. (Photo: Pieter Rutsaert/CIMMYT)

During a full week of engagements with universities, partners, and industry experts in Kenya, the CIMMYT team explored the current interest of the sector in blending wheat flour. Several partners agreed that this could be a potential way forward for the grain industry but all highlighted one key element: the importance of consumer acceptance. If the functionality of the flour or taste would be negatively influenced by blending wheat flour, it would represent a no-go from the industry, even if blends would have higher nutritional benefits or lower prices. “This reinforces the need to understand consumer preferences and evaluate both the functionality of the flour to produce essential food products such as chapati or bread as well as the taste of those products,” Pieter Rutsaert explained.

CIMMYT researchers Sarah Kariuki and Pieter Rutsaert, both Markets and Value Chain Specialists, and Maria Itria Ibba, Head of the Wheat Quality Lab, are therefore engaging with local millers and universities in Kenya to design bread and chapati products derived from different wheat blends, to include blends comprised of 5%, 15% and 20% of cassava or sorghum. Lab testing and preliminary consumer testing will be used to identify the most promising products. These products will be taken to the streets in urban and peri-urban Nairobi to assess consumer tastes and preferences, through sensory analysis and at-home testing.

The market intelligence gained will offer foundational support for CGIAR’s Seed Equal Initiative to accelerate the growth of a demand-driven seed system. By gathering and analyzing consumer preferences on selected crops for blending, such as from farmers and milling industries, Donovan pointed out that CGIAR breeding will continue to make informed choices and prioritize breeding for specific crops, that seek to address specific challenges, therefore having greater impact.

Donovan noted that data and information from the studies will provide much needed evidence and fill information gaps that will support governments, millers, processors and farmers to make decisions in response to the evolving wheat crisis.

Breaking Ground: Dyutiman Choudhary builds strong agribusinesses for sustainable economic growth

Written by Rodrigo Ordóñez on February 24, 2021. Posted in Features.

Agricultural market systems play a pivotal role in food security, livelihood development and economic growth. However, the agricultural sector in Nepal is constrained by a lack of spatially-explicit technologies and practices related to improved seed and fertilizer. Embracing these challenges, Dyutiman Choudhary, a scientist in market development with the International Maize and Wheat Improvement Center (CIMMYT), works to strengthen the seed and fertilizer market systems and value chains, with the ultimate goal to ensure demand-driven, inclusive and market-oriented cereal production.

Nepal’s agricultural sector is dominated by smallholder farmers. As farming is mostly semi-commercial and subsistence in nature, many smallholder farmers are isolated from markets and lack knowledge about the latest farming technologies and inputs. They are unable to upgrade their farms to increase productivity for generating marketable surplus to make profitable income. Agribusiness entities in Nepal — such as seed companies, agrodealers and importers — face market development challenges and lack the commercial and business orientation to develop and deliver new technologies to farmers. Output market linkages are weak and loosely integrated, leading to poor coordination, weak information flow and lower return to actors.

This is where Choudhary’s expertise in agribusiness management fits in to make a difference.

Born and raised in Shillong, a hill station in northeastern India with a distinctive charm, he was enrolled as an engineering student. However, his interest took a sudden turn when he got drawn towards biological sciences and ultimately decided to leave the engineering course by stepping into agribusiness management. “I realized I was walking in the right direction as I was fascinated to learn about the livelihood benefits of agroforestry and the scope of agribusiness in fostering overall economic growth.”

He joined CIMMYT in 2017 as an expert in market development, but his roles and responsibilities transitioned to working as a Lead for the Nepal Seed and Fertilizer (NSAF) project within four months of his appointment. His role involves leading an interdisciplinary team of scientists, partners and experts to develop a synergistic market system. The NSAF team fosters public private partnerships, improves access to support services and strengthens inclusive value chains in a supportive policy environment.

Choudhary’s research focuses on assessing crops, seed and fertilizer value chains; developing commercial and inclusive upgrading strategies with businesses and stakeholders; assessing competitiveness of seed companies; lobbying for policies to foster the growth of seed and fertilizer business; and building pathways for public and private sector services to market actors and smallholder farmers.

Dyutiman Choudhary (seventh from left) with seed producers during a field visit. (Photo: Dipak Kafle)

A roadmap to innovative market systems

Choudhary introduced the vision of a market system approach and put together a strategic roadmap in collaboration with a team from CIMMYT researchers from the Global Maize program, the Sustainable Intensification program and the Socioeconomics program. The roadmap addressed the concerns of low crop productivity, poor private sector growth and a less supportive policy environment inhibiting agricultural innovations in Nepal.

“Seed and fertilizer market systems in Nepal are uncompetitive and lack influx of new knowledge and innovations that restricts agriculture growth,” Choudhary explained.

Having prior experience as a regional lead for high-value products and value chains for South Asia and an inclusive market-oriented development expert in Eastern and Southern Africa, Choudhary carries unique capabilities for putting together a winning team and working with diverse partners to bring about a change in farming practices and build a strong agribusiness sector in Nepal.

Under his leadership, Nepalese seed companies are implementing innovative and competitive marketing approaches to develop newly acquired hybrid varieties under their brands. The companies are upgrading to build business models that cater to the growth of seed business, meet market demands and offer innovative services to smallholder farmers to build a sustainable national market. Facilitating financing opportunities has enabled these enterprises to produce strategic business plans to leverage $2 million to finance seed business. Improved value chain coordination mechanisms are increasing demand of seed company’s products and enhancing smallholder farmers’ access to output markets.

There is a renewed interest and confidence beaming from the private sector to invest in fertilizer business due to improved knowledge, communication and collaborative methods. The government committed to support balanced soil fertility management and allocated $2.4 million in 2019 to initiate fertilizer blending in Nepal.

The landscape is changing, and policy makers are considering new ideas to strengthen the delivery of targets under the Government of Nepal’s National Seed Vision 2013-2025 and the Agriculture Development Strategy 2015-2035.

Dyutiman Choudhary (left) welcomes the Feed the Future team leader to the CIMMYT office in Nepal. (Photo: Bandana Pradhan/CIMMYT)

Dyutiman Choudhary shows a demonstration plot during a field visit with USAID and project partners in Nepal. (Photo: Darbin Joshi)

Dyutiman Choudhary (left) receives a token of appreciation at an International Seed Conference organized in Nepal. (Photo: Bandana Pradhan/CIMMYT)

Competitiveness fosters productivity

The results of Choudhary’s work have the potential to transform Nepalese agriculture by unleashing new investments, changes in policies and practices, and innovative business management practices. “Despite a huge change in my TOR and the challenges to deliver impactful outcomes, I was able to successfully steer the project to produce exciting results that made the donor to declare it as their flagship project in Nepal,” he explained. “At the end of the day, reflecting upon the work achieved with my team and the stakeholders in co-creating solutions for complex issues brings me immense satisfaction.”

An amiable individual, he feels close to natural science and loves interacting with farmers. “I’ve always enjoyed traveling to biodiversity-rich locations, to understand local cultures and livelihood practices, so as to gauge the drivers of innovation and adaptation to change among diverse rural populations.”

“Keeping up the momentum, I want to continue to support growth in agribusiness management in less favorable regions, helping stakeholders in the farm-to-fork continuum to leverage the potential of innovations in research, development and delivery.”

One-minute science: Trent Blare and blue maize products

Written by Rodrigo Ordóñez on March 4, 2020. Posted in Videos.

Some of Mexico’s favorite dishes are taking on a new hue with blue corn chips, blue tortillas or blue tamales. But should breeders, millers, processors and farmer organizations invest in expanding the production of blue maize and blue maize products? Are consumers really interested, and are they willing to pay more?

CIMMYT markets and value chain specialist Trent Blare explains, in one minute, the results of his study, which gives insight into Mexican consumers’ preferences and demand for blue maize tortillas. Consumers near Mexico City perceived blue maize tortillas to taste better and were willing to pay up to a third more to buy them for special family events or to consume them in a restaurant .

Blue maize tortillas. (Photo: Luis Figueroa)

Blue maize is all the rage, but are consumers willing to pay?

Written by Jennifer Johnson on October 17, 2019. Posted in Features. 2 Comments on Blue maize is all the rage, but are consumers willing to pay?

Step into supermarkets or restaurants in Mexico City and surrounding towns and you might see products made from blue maize — food which would not have been available just a few years ago. Some of Mexico’s favorite dishes are taking on a new hue with blue corn chips, blue tortillas or blue tamales. But should breeders, millers, processors and farmer organizations invest in expanding the production of blue maize and blue maize products? Are consumers really interested, and are they willing to pay more?

These are some of the questions researchers at the International Maize and Wheat Improvement Center (CIMMYT) in Mexico set out to answer. They set up study to test consumer preferences and willingness to pay for this blue maize tortillas.

Maize is a main staple crop in Mexico and tortillas form the base of many traditional dishes. Blue maize varieties have existed for thousands of years, but until recently they were mostly unknown outside of the farming communities that grew them. In addition to its striking color, the grain has gained popularity partly due to its health benefits derived from anthocyanin, the blue pigment which contains antioxidants.

Trent Blare (left), economist at CIMMYT and leader of the study, conducts a choice experiment with interviewee Luis Alcantara. (Photo: Carolyn Cowan/CIMMYT)

“Demand for blue maize has skyrocketed in the past few years,” said Trent Blare, economist at CIMMYT and the leader of the research.” Three years ago, white and blue maize sold at the same price. One year ago, blue maize cost just a few Mexican pesos more, and now blue maize is worth significantly more. However, we still lack information on consumer demand and preferences.”

According to Blare, the end goal of the study is to explore the demand for blue maize and try to better understand its market potential. “If we want farmers who grow blue maize to be able to get better market value, we have to know what the market looks like.”

This research received funding from Mexico’s Agency for Commercialization Services and Agricultural Market Development (ASERCA), which has been working with farmer organizations on post-harvest storage solutions for their maize. As blue maize is softer than typical white or yellow varieties, it requires special storage to protect it against insects and damage. In order to help provide farmers with the correct maize storage technology, ASERCA and others in Mexico will benefit from a deeper understanding of the market for blue maize in the region. In addition, researchers were interested to know if there is a premium for growing blue maize, or for making tortillas by hand. Premiums could help convince farmers to invest in post-harvest technologies and in the production of blue maize.

“There is this idea that demand should come from producers, but there are many steps along the maize value chain. We’re basically going backwards in the value chain: is there demand, is there a market, going all the way from the consumer back to the farmer,” Blare explained.

“There was an interesting gender aspect to this research: it was mostly women buying and making these maize-based foods, and women were more willing to pay a premium for blue maize,” said Miriam Perez (right), research assistant and interviewer. (Photo: Carolyn Cowan/CIMMYT)

A matter of taste

The study was conducted in Texcoco, just outside of Mexico City, where CIMMYT’s global headquarters are based. This town in the State of Mexico was chosen because of its long history growing and consuming blue maize. Interviews were held in three different locations, a local traditional market and two local shopping malls, in order to ensure that different socioeconomic groups were included.

“There is a certain pride in the blue tortilla. As Mexicans, the tortilla is something that brings us together,” said Mariana Garcia Medina, research assistant and interviewer. (Photo: Carolyn Cowan)

The team interviewed 640 consumers, asking questions such as where do they buy different types of tortillas, in which dishes they use different types of tortillas and if they faced difficulties in purchasing their preferred tortilla. The team also conducted sensory analysis and attributes, and gave study participants a choice between handmade blue maize tortillas, handmade white maize tortillas, and machine-made white maize tortillas.

The interviewees were given three different scenarios. Would they be willing to pay more for blue tortillas compared to other tortillas if eating quesadillas at a restaurant? To serve during a special event or visit from a family member? For everyday use?

The answers allowed researchers to quantify how much more consumers were willing to pay and in what circumstance, as they were given different price points for different types of tortillas in different scenarios.

True colors

The researchers found that preferences for blue and white maize were distinct for different dishes, and that there was a particular preference for blue maize when used in traditional dishes from this region, such as tlacoyos or barbacoa. A majority of consumers was willing to pay more for higher quality tortillas regardless of the color, as long as they were made handmade and fresh from locally grown maize. Interviewers also saw a noticeable difference in preference for blue tortillas depending on the situation: blue tortillas are demanded more for special occasions and in traditional markets.

“I found it fascinating that there is a difference in blue maize consumption based on the circumstance in which you are eating it.” Blare said. “This is one of the innovations in our demand study — not analyzing the demand for a food product in general but analyzing differences in demand for a product in different contexts, which is important as food is such an important component for celebrations.”

“We think there is potential to replicate this in other places in Mexico, to see consumer preference and price willingness for blue maize and other value-added maize products,” said Jason Donovan, senior economist at CIMMYT. “This will not just inform farmers and markets but also how to do this kind of research, especially in middle-income economies. This study is the first of its kind.”

“As a Colombian, it really surprised me that Mexicans were able to distinguish between white and blue maize tortillas even when blindfolded! It really shows the importance of maize to their diet and culture,” said Diana Ospina Rojas (left), research assistant and interviewer. (Photo: Carolyn Cowan/CIMMYT)

Still got the blue

Overall, the results revealed that women were willing to pay 33% more for blue maize tortillas while men were willing to pay 19% more. For every additional year of education, a consumer was willing to pay 1% more for blue maize tortillas. Interestingly, a person’s income had no effect on her or his willingness to pay for more blue maize tortillas. Many people interviewed expressed a preference for blue maize, but commented that they cannot always find it in local markets.

The information collected in these choice experiments will help farmers, breeders, and other actors along the maize value chain make more informed decisions on how to best provide blue maize varieties to the public — and give consumers what they want.

“It was a very interesting experience, I’ve never participated in a survey like this before and I think it is important to take the time to think about our decisions about food,” said Brenda Lopez, one of the interviewees in the choice experiment. Lopez preferred the handmade tortillas, especially those made with blue maize. “I think they have more flavor,” she said. “I just bought handmade tortillas in the market before participating in this survey, but I had to buy white because there was no blue available.”

Another interviewee, Luis Alcantara, agreed. “I prefer blue because of the flavor, the texture, even the smell,” he said. “At home we eat machine-made tortillas because it is hard to find handmade tortillas, and even if you do, they are not blue. We would buy blue if we could.”

Cover photo: Blue maize tortillas (Photo: Luis Figueroa)