From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia

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cg.authorship.typesCGIAR and advanced research instituteen
cg.contributor.affiliationInternational Center for Tropical Agricultureen
cg.contributor.affiliationHumboldt-Universität zu Berlinen
cg.contributor.affiliationUniversity of Arkansasen
cg.contributor.affiliationLeibniz Centre for Agricultural Landscape Researchen
cg.contributor.initiativeMarket Intelligence
cg.coverage.countryColombia
cg.coverage.iso3166-alpha2CO
cg.coverage.regionAmericas
cg.coverage.regionSouth America
cg.coverage.regionLatin America and the Caribbean
cg.creator.identifierAlvaro Durand-Morat: 0000-0002-8036-2217en
cg.creator.identifierTatiana Rivera: 0000-0003-4876-5873en
cg.creator.identifierSonia Gallego-Castillo: 0000-0002-8654-8530en
cg.creator.identifierRobert Andrade: 0000-0002-5764-3854en
cg.creator.identifierBrandon McFadden: 0000-0002-5993-3070en
cg.creator.identifierMICHELLE BONATTI: 0000-0001-8511-5365en
cg.identifier.doihttps://doi.org/10.1016/j.jafr.2025.102034en
cg.isijournalISI Journalen
cg.issn2666-1543en
cg.journalJournal of Agriculture and Food Researchen
cg.reviewStatusPeer Reviewen
cg.subject.actionAreaGenetic Innovation
cg.subject.alliancebiovciatBIOFORTIFICATIONen
cg.subject.alliancebiovciatECONOMICSen
cg.subject.alliancebiovciatRICEen
cg.subject.impactAreaNutrition, health and food security
cg.subject.sdgSDG 2 - Zero hungeren
cg.volume22en
dc.contributor.authorOswalt, Saraen
dc.contributor.authorDurand-Morat, Alvaroen
dc.contributor.authorRivera, Tatianaen
dc.contributor.authorGallego, Soniaen
dc.contributor.authorAndrade, Roberten
dc.contributor.authorMcFadden, Brandonen
dc.contributor.authorBonatti, Michelleen
dc.date.accessioned2025-06-04T09:02:34Z
dc.date.available2025-06-04T09:02:34Z
dc.identifier.urihttps://hdl.handle.net/10568/174946
dc.titleFrom deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombiaen
dcterms.abstractUndernourishment caused by micronutrient deficiencies (hidden hunger) remains a critical global challenge affecting billions worldwide. Approximately 25 % of the population in Colombia has inadequate zinc intake. Biofortification of staple crops, such as rice, offers a promising solution to address this problem. However, changes in the physical and culinary attributes due to biofortification may hinder consumer acceptance and limit the benefits of this approach. This study assesses the impact of zinc fortification, information, and consumer nutrition knowledge on consumers' willingness to pay (WTP) for rice in Cartagena, Colombia. We used a non-hypothetical experimental auction including 400 consumers. The results indicate that, without labelling and information treatment, zinc-biofortified rice is priced equal to premium-quality rice, and at an 18.8 % premium relative to standard-quality rice, highlighting that the high zinc content did not affect rice quality. Labelling results in an increase in WTP for both zinc-biofortified and premium-quality rice but not for standard-quality rice. Information about the benefits of zinc and the problems of zinc deficiency increases the WTP for zinc-biofortified rice by 8.2 % premium relative to premium-quality rice and a 43.8 % premium relative to standard-quality rice, which was reinforced by participants' nutrition knowledge. These findings provide valuable insights for policymakers and stakeholders aiming to address malnutrition effectively, suggesting the implementation of targeted educational initiatives to enhance consumer acceptance, as well as the rice industry and retailers hoping to produce and market biofortified staple crops.en
dcterms.accessRightsOpen Access
dcterms.bibliographicCitationOswalt, S.; Durand-Morat, A.; Rivera, T.; Gallego, S.; Andrade, R.; McFadden, B.; Bonatti, M. (2025) From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia. Journal of Agriculture and Food Research 22: 102034. ISSN: 2666-1543en
dcterms.extent102034en
dcterms.issued2025-05-01en
dcterms.languageen
dcterms.licenseCC-BY-NC-ND-4.0
dcterms.publisherElsevier BVen
dcterms.subjectevaluationen
dcterms.subjectriceen
dcterms.subjectbiofortificationen
dcterms.subjectzincen
dcterms.subjectwillingness to payen
dcterms.subjectauctionsen
dcterms.subjectexperimental dataen
dcterms.typeJournal Article

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