Linkage to the market of jalapeño pepper producers through supplier development in Quintana Roo

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Venancio Cuevas Reyes https://orcid.org/0000-0001-9946-3942
Blanca Isabel Sánchez Toledano https://orcid.org/0000-0002-3460-334X
Rubén Góngora Pérez https://orcid.org/0000-0002-6073-436X
Mercedes Borja Bravo https://orcid.org/0000-0001-7743-6003
Julia Sánchez Gómez https://orcid.org/0000-0001-5648-8920

Keywords

quality, commercialization, strategy, jalapeño.

Resumen

Objective: To analyze the jalapeño pepper characteristics and demand of the restaurant sector in Quintana Roo, in order to identify the supply requirements of this sector.


Design/Methodology/Approach: A random sample of n=73 restaurants were surveyed online.


Results: Most of the restaurants (87.5%) have been in business for less than six years and —although most of them sell Mexican food— only 41.6% are interested in purchasing jalapeño peppers from the producers.


Study Limitations/Implications: Producers must invest their social capital in order to firmly establish a supply strategy.


Findings/Conclusions: The restaurants that purchase jalapeño pepper demand a constant delivery frequency, size, pungency level, and specific color.

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