Objective:

The objective of this study was to know the perception, opinion, and attitude of the amaranth producers of Tochimilco region, as well as to identify the explanatory variables of the producers' willingness to aggregate value to the primary production. The data was gathered through a structured survey, using a sample of 70 amaranth producers from four towns in the municipality, with 95 percent reliability and 10 percent accuracy.

Metodology:

The data was obtained through a structured survey of a statistical sample of 70 amaranth producers, with 95 % reliability and 10 % accuracy. The data were analyzed with descriptive statistics and the use of an econometric model of ordinal probit regression.

Results:

Indicated that 77 % of the interviewees do not consume the amaranth and 97 % do not make any type of aggregation of value to their production; the main reasons are lack of capital, training, and low knowledge of market. 56 % of the producers would be willing to add value to the amaranth if they had greater certainty of the market price they would receive. The explanatory and significant variables (p ≤ 0.05) of the willingness to add value to the amaranth, and with greater marginal effects, are schooling, in the interval of baccalaureate, the age, in the interval of 20-35 years, knowledge about value adding processes, and knowledge of consumer preferences.

Limitations:

There was no a complete list of amaranth farmers, so, it was difficult to get a large simple.

Conclusion:

There exists positive actitude to add value to the raw production. Value added to amaranth production could be realized if goverment provide correct incentives; training and financing

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