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 .
Environmental health and biodiversity 
