Amaranth Value Chain in Mexico

Objective: The objective of this study was to analyze the value chain of amaranth in Mexico, considering the actors, their relationships and functions, as well as the factors influencing its performance. Design/methodology/approach: The value chain map was obtained through targeted surveys and working panels with various stakeholders. Results: The results highlight that small producers face greater difficulties, such as the lack of adequate technology. Additionally, a disconnection between producers, researchers, and the government was evidenced. Limitations on study/implications: Obstacles in processing and marketing were identified, with relationships being purely commercial with collectors, as well as limited commercial promotion. Despite this, opportunities are perceived to improve marketing, especially at the national level, through awareness campaigns and marketing strategies. The importance of association among producers and institutional support to overcome challenges is emphasized. Findings/conclusions: The study concludes with the need for a robust public policy to promote the consumption of amaranth, highlighting its nutritional and cultural properties. The study offers insight into the amaranth value chain in Mexico, highlighting its problems and proposing solutions for its strengthening.