Mexico’s Agency for Commercialization Services and Agricultural Market Development (ASERCA)
One-minute science: Trent Blare and blue maize products
Consumers near Mexico City perceived blue maize tortillas to taste better. They were willing to pay up to a third more to buy them for special family events or to consume them in restaurants.
‘Demand has skyrocketed’: Mexicans are willing to pay a premium for blue corn
Source: Food Navigator LATAM (5 Dec 2019)
CIMMYT study in Mexico shows consumers are willing to pay higher prices for blue maize tortillas.
Blue maize is all the rage, but are consumers willing to pay?
Study gives insight into Mexican consumers’ preferences and demand for blue maize tortillas.