Maize is the most important and strategic crop in Mexico, however, this sector suffers from low productivity. Among the various strategies to improve yield by hectare, improved maize seeds play an important role. In this context, adoption studies in Mexico of these types of seeds are scarce and in general do not jointly account for the timing of adoption factors affecting the adoption decision. This study analysed the determinants of the adoption rates of improved seeds using the survival analysis method. Farm-level data were collected in 2015 through a questionnaire administered to 200 maize farmers in Chiapas, Mexico. Our results showed that 60% of the farmers who adopted the improved seeds reached the decision within a 10 years’ period. Specifically, young farmers with a low number of family members from several generations of agricultural work, who exhibited positive attitudes towards innovation and with low risk perception were likely to adopt the new varieties. Furthermore, results showed that the NAFTA Mexican reform of agricultural policy in 1994 negatively affected the adoption rate of improved seeds. Improving the maize yield requires adequate extension information systems that allow farmers to receive more information on the importance of adoption innovation as well as help them market their products.

Appropriate technologies must be developed for adoption of improved seeds based on the farmers’ preferences and needs. Our research identified the farmers’ willingness to pay (WTP) as a key determinant for selecting the improved varieties of maize seeds and landraces in Chiapas, Mexico. This work also analyzed the farmers’ observed heterogeneity on the basis of their socio-economic characteristics. Data were collected using a semi-structured questionnaire from 200 farmers. A proportional choice experiment approach was applied using a proportional choice variable, where farmers were asked to state the percentage of preference for different alternative varieties in a choice set. The generalized multinomial logit model in WTP-space approach was used. The results suggest that the improved seed varieties are preferred over the Creole alternatives, thereby ensuring higher yields, resistance to diseases, and larger ear size. For the preference heterogeneity analyses, a latent class model was applied. Three types of farmers were identified: innovators (60.5%), transition farmers (29.4%), and conservative farmers (10%). An understanding of farmers’ preferences is useful in designing agricultural policies and creating pricing and marketing strategies for the dissemination of quality seeds.

Background: According to Mexican growers of ‘Jalapeño’ peppers, its commercialization is the primary limitation. Thus, consumer knowledge is critical to develop added-value strategies. The objective of this study was to identify ‘Jalapeño’ quality attributes to determine consumer preferences and willingness to pay, based on socioeconomic characteristics. Methods: A nationwide face-to-face survey was carried out using the discrete choice experiment method. The survey included 1200 consumers stratified by gender, age and region. Results: Heterogeneity analysis using the probabilistic segmentation model revealed three types of consumers: A price-sensitive segment, non-demanding consumers without specific preferences and selective consumers with a preference shifted toward specific ‘Jalapeño’ characteristics. Thus, detail-oriented producers must compete through price strategies, based on the marketplace (markets on wheels, grocery stores, or supermarkets) and through some quality attributes preferred by selective consumers. Therefore, results suggest that farmers should grow the correct varieties with appropriate agronomic management to cope consumer preferences. Conclusions: This paper contributes to the growing body of the ‘Jalapeño’ literature by explicitly investigating consumer preferences and willingness to pay for them.

The jalapeño pepper is one of the best-known and most commonly consumed chili peppers in Mexico; its consumption is a tradition that dates to the first migrations of Europeans to the country. With time, its demand has increased, although in recent years its consumption presented a stabilization and stagnation. This work aimed to determine the preferences of Mexican consumers for jalapeño pepper, taking as a reference quality attributes and motivations that influence their purchasing and consumption habits, under the hypothesis that consumers in each region seek a certain type of jalapeño pepper based on specific quality attributes. In total, 1200 surveys were carried out in five regions of the country. The analysis of the information was performed using the ANOVA test, correspondence analysis, and multidimensional scaling. The main results of this study show that although there is a tendency towards frequent consumption, each purchase weighs less than 500 g. In the same way, the physical appearance of the product is fundamental at the time of purchase, in addition to other attributes such as flavor, color, and size, which are highly valued by consumers. Although there are similar consumption patterns, purchasing behaviors change by region, which can serve as a basis and spearhead for the development of differentiated strategies in the production and marketing of the product.

El frijol negro es uno de los cultivos más importantes en México. Si bien es una legumbre con un alto contenido de propiedades nutritivas beneficiosas para la salud, su consumo ha disminuido en los últimos años. Por tanto, una forma de incrementar su consumo es mediante la transformación agroindustrial del grano para diversificar su oferta y agregar valor. Se elaboró harina de frijol con la finalidad de incorporarla a un producto con gran demanda en México, como es el queso. El objetivo de la presente investigación consistió en analizar los atributos que los consumidores tienen en cuenta a la hora de comprar queso enriquecido con harina de frijol. Los consumidores se segmentaron con base en sus características socioeconómicas y hábitos de compra. De acuerdo con los resultados, los atributos más valorados por los consumidores son el sabor (62,50 %), origen nacional (49,11 %), marca de calidad (57,46 %) y los beneficios a la salud (49,62 %). Al generarse una segmentación de consumidores, se hallaron cuatro grupos que calificaron los atributos de manera similar. En el grupo tres se encontró una diferencia, pues estos tuvieron mayor afinidad por un producto sin marca (41 %) en comparación con una marca de calidad (38,98 %). Se logró dar significancia al análisis de múltiples criterios comparando atributos, lo que funciona como guía sobre decisiones estratégicas.

El objetivo del estudio fue evaluar las características sensoriales de nueve muestras de miel de abeja de diferentes localidades de la Comarca Lagunera, México. La prueba se realizó en junio de 2023 con 12 panelistas de la región. Se evaluó: color, sabor, olor, consistencia y valoración global de mieles que provenían de floraciones de mezquite y aceitilla, mezquite, multiflora, azahar y jarilla. El análisis estadístico se realizó con una prueba de Kruskall-Wallis y mostró que una de las mieles de mezquite fue diferente en sabor, olor, consistencia y evaluación global (P>0.001). Los resultados mostraron diferencias aun en mieles de la misma floración, posiblemente por influencia de otros factores relacionados con el proceso de producción de la miel.