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

Abstract

Objective. Analyze the characteristics and demand for jalapeño pepper in the restaurant sector in Quintana Roo to identify the supply requirements of this sector. Design / methodology / approach A random sample of 72 restaurants surveyed online was used. Results. 87.5% of restaurants have been established in less than six years, and although most of the establishments sell Mexican food, only 41.6% are interested in supplying jalapeño pepper producers. Limitations/implications. Formalizing a supply strategy requires the social capital of the producers. Findings/conclusions. Restaurants require consistent delivery frequency, product size, spicy pepper, and color.