LA IMPORTANCIA DE LOS NICHOS DE MERCADO. UN ESTUDIO DE CASO DEL MAÍZ AZUL Y DEL MAÍZ PARA POZOLE EN MÉXICO THE IMPORTANCE OF NICHE MARKETS. A CASE STUDY OF BLUE AND POZOLE-MAKING MAIZE IN MÉXICO

SUMMARY A focus of agricultural research efforts in Mexico is on breeding higher-yielding improved maize (Zea mays L.) varieties and enhancing farmer adoption of these varieties despite the fact that maize landraces continue to play a key role in the livelihoods of farmers. There are a number of reasons, not least the economic ones, behind the decision of farmers to grow landraces. Grain from landraces can be more profitable when farmers access specialty maize markets. Furthermore, many landraces produce multiple products, besides grain, for which there is a market, such as husks (“totomoxtle”) for wrapping tamales (a traditional dish). We explore in more detail the rationale behind the decision of farmers to grow landraces. For illustrative purposes, we look at maize markets for blue and pozole-making in the Mexican central highlands. Using a value chain approach, we explore the