Introduction

Mexico is the center of origin of diversification of maize (Zea mays L.), is one of the most complex cultures in the country for their cultural roots, their economic, social and nutritional importance, its genetic diversity of 60 maize landraces (^{CONABIO, 2011}) and is immersed in an environmental and productive problems. The importance of maize lies in its ability to produce more than 600 food recipes from all over the country, can be consumed in different stages of maturity, tender or corn prior to maturity, or ripe grain, additionally use their leaves (totomoxtle), their ears and grains of hundreds of different ways; also corn industrial products such as cosmetics, medicines, chemicals and biofuels are obtained (^{SAGARPA, 2015}).

In Mexico there are 3.2 million corn farmers and crop area harvested has more, with 7.8 million ha (^{SIAP, 2015}), which in 2014 produced 23.2 million tons of corn. However most of these producers are in the rural sector, in poverty and inequality that prevent them from making their production a real business. Given the need to meet the challenges of the food industry producer it has innovated to develop ways of survival schemes of rural economies, family and diversification of productive activities, among others.

Although Mexico has a large genetic diversity, little is the attention that has been given to the potential of native maize varieties which represent about 65% of the cultivated area, where, Oaxaca is the state in which they have identified 35 of 60 races described in Mexico (^{Guadarrama et al., 2014}). The landraces or also called by the corn producers "creole" have ancestral roots in the life of the Mexican population, the use of these corns has changed over the years by factors such as globalization, changes in social activity and productive rural sector, changes in consumer preferences and migration. 65% of the cultivated area in Mexico area is planted with native maize (^{Guadarrama et al., 2014}), within the 60 races described in native maize in Mexico can also be grouped in corns colors (white, blue, black, red purple, pink, cream or cream), cacahuazintle corn, hominy (corn or width) and popcorn.

The marketing of landraces of Mexico is carried out in two major markets (^{Donnet, 2015}), where the difference is not the product, but the market where targeted are: i) in traditional local markets, include corns and food products made by artisans in local communities, its main feature is that it is a short chain from producer to consumer; and ii) in specialty markets where products made from these corns cross borders in this market more value the unique characteristics of native maize varieties, so that consumers appreciate this type of corn for its features. In these markets it is looking for a development beyond the local.

When landraces are used to develop a specific product for their physical and chemical characteristics they are also called corns for specialties (^{Keleman and Hellin, 2013}) because they are used for the production of specialized products. It is recognized that these corns have greater value for its traditional mode of production, culinary, features by color, texture and flavor (Keleman and Hellin, 2013).

There is a high economic valuation of landraces, where some producers can sell one kilogram of this type of grain between $5 and $18 pesos, while a commercial hybrid may be recovered only between $2 or $3 pesos (^{Guadarrama et al., 2014}); however, not all producers can access these market prices. The main problems of most poor farmers are adding value and that there is no formal market for the commercialization of these corns.

The white corn for human consumption in Mexico is about 12 million tons are used by industry and tortilla dough, industry masa flour, for their own consumption and for the preparation of snacks and cereals. The aforementioned industries prefer homogeneous corns and white, this is one of the reasons why the producers of landraces should take the decision to plant the largest proportion of their native white or creamy corn or buy hybrid corn seeds to ensure the sale of their crop with seed companies.

Table 1. Races native corns, characteristics and uses. 

Table 2. Planted area (ha) and production volume (t) of corn in the State of Mexico and the states of Tlaxcala and Guerrero in 2013. 

The Figure 1 shows the level of adoption of improved seed (hybrids) by corn producers who participated in the MasAgro strategy in 22 states of the republic in 2013. On average 64% of producers participating in this government strategy Federal hybrids used as seed for maize production. This Figure gives a first overview of producers are using improved seed and sow leaving their native seeds.

Figure 1. Level of adoption of improved seed corn growers, Mexico 2013. 

The use of improved seeds (hybrids) competes with niche production based on native seeds, for this reason and derived from the importance of corn represents for our country, SAGARPA makes conservation actions in 52 races of maize with the network strategy corn integrates 35 instances (institutions, organizations, companies, associations, communities and individuals) in order to protect, conserve and sustainably use corn breeds originating in Mexico (^{SAGARPA, 2015}).

Analyze current terms of sale and marketing opportunities beyond the corn market as commoditie, will allow offering options to the producer that encourage the conservation of native maize varieties, to undertake new markets and thereby improve their quality of life. The objective of this research is to identify the dynamics of actual marketing of native maize in Mexico, through interviews with producers of native maize in three major producing states this point, to identify marketing options markets specialties that contribute to biodiversity conservation of these corns and income level of producers.

Materials and methods

The method of non-probability sampling was used for convenience for the selection of actors to be interviewed. The universe of study includes information from 34 locations in 12 municipalities of the State of Mexico, and the states of Guerrero and Tlaxcala, where interviews were lifted. We interviewed producers, traders and customers intermediaries transformers on their participation in marketing for specialty corns, so three data collection instruments were designed, one for each type of actor. Processing and data analysis was performed with Excel^® in version 2007. This research is based on a combination of qualitative analysis result of the interviews and literature review.

The survey identifies the types of producers grain planting acreage, production obtained, the destination of production, amount of corn marketed and trade restrictions they face. The survey for marketers primarily identifies the types of buying and selling grain, the volume of grain markets, grain characteristics required and the price of grain marketing. Finally, the survey identifies customer demand transformers types of grains, required volumes, required characteristics of grain products generated and what kind of consumers are targeted products generated. The potential for state corns supply was obtained from the results shown by surveys applied to producers, in the following order:

Results and discussion

In the Table 3 shows the 291 producers, 81 brokers and 120 transformers surveyed customers classified by their specific commercial activity of native corn traders.

Table 3. Number of players interviewed classified by activity in the commercialization of native corn. 

The type of grain that occurs more among producers interviewed are colored corns 98.35%, followed by 1.1% cacahuazintle corn and finally hominy 0.55%. The table 4 shows the planted and production volume of specialty corns in the states of Mexico, Tlaxcala and Guerrero surface.

Table 4. Area sown (ha) and production volume (t) of specialty maize producers interviewed in the State of Mexico and the states of Tlaxcala and Guerrero. 

As for the fate of production, it was found that the distribution for each state is different; however, the predominant use of maize for their own consumption. In the State of Mexico and Guerrero there is a significant share of the corn is used to feed livestock. Tlaxcala and Guerrero are the states that have most developed marketing, it is noteworthy that in the state of Tlaxcala more than 50% of production is marketed. While the use seed has a marginal share ranging from 0.15 to 3.56%.

Table 5. Destination of the production of landraces of respondents. 

Some notable behaviors are in the state of Tlaxcala the black, cream, white and yellow colors have a higher proportion of marketing; almost purple is for their own consumption and that a higher proportion is intended for livestock is yellow. It should be clarified that while the percentage for seed is very low, actually the seed producers select the proportion earmarked for consumption and it is not easy to quantify. The Figures 2, 3 and 4 show the months when there is availability of grain for sale. Because corn colored cultivated producers the study areas are temporary regime, variation of sowing cycle and harvest are determined by the rainy season, the type of grain and weather conditions.

Figure 2. Availability of grain for sale of the main native corns marketed in the State of Mexico. 

Figure 3. Availability of grain for sale of the main native corns sold in the state of Tlaxcala. 

Figure 4. Availability of grain for sale of the main native corns sold in the state of Guerrero. 

Grains marketed normally sold on the plot because marketers interested in this type of grain advantage harvest to build favorable conditions and hoard as much grain as possible at low prices, very similar to those of commercial grain (hybrid) corn. Producers have realized this situation, so many prefer to store grain for some time and then sell it hoping to get a better price. This is reflected in Figures 2, 3 and 4 where the main grains (according to sales volume) for the three states were graphed. However, there are still producers who do not have the possibility to build a winery, these are the ones who have to sell on dates very close to the crop or even feel the need to compromise their harvest to middlemen in advance.

In the State of Mexico, planting date occurs between the months of March and April having a production cycle of seven or eight months, ie the harvest occurs during the month of November (Figure 2).

Some producers are convinced that when selling your product in the months scarce grain gets better prices, why in Figure 2 identifies that 20% of their total crop white grain is available for sale from June to October . In the case of Tlaxcala, there is availability of sales from September except yellow corn that ends in February.

In Guerrero planting date it occurs in between last week of June and July, subject in most cases the first rains. The production cycle is about six months so the harvest is done in december and january. The variation of sowing and harvesting cycle are determined primarily by the climatic conditions of the area. Clearly, the entire production is sold in three months.

Some producers are interested in learning practices postharvest handling and storage to preserve for as long as your product and look for any opportunity to sell at a better price, especially in the months when the grain is scarce. The results obtained from the information field with the actors that transform and process the grain shows the variety of products made from the corns of colors (Figure 5).

Figure 5. Made from native corns products. 

Products that are made are mostly tortilla and the dough; followed by one called as snacks products, which include: gorditas, tlacoyos, quesadillas, soups and huaraches; after the appetizers are two which include: flautas, tostadas, enchiladas, chilaquiles and pozole. Other products you elaborate but said lesser extent are: tamales, precooked hominy, corn and popcorn, tortilla chips, jewelry and atolls.

Corn transformers are mostly individuals who process and generate products informally and on a very small scale. They are people who have the need to create a local economy through the landraces; however, they are faced with the difficulty of capitalized because they do not have sufficient financial resources to invest in assets and much less to promote and market your product spreading properties and specific characteristics of these corns and this may represent a model of insertion in a differentiated market.

The following tables show the area planted and production volume and quantity sold by color grain producers surveyed in the States of Mexico (Table 6) and Tlaxcala (Table 8) and Guerrero (Table 10). Besides the potential of landraces offer according to the proportion of native maize varieties that are marketed and total maize producers in each state (Table 7, 9 and 11) is shown.

Table 6. Planted area, production and color quantity sold by grain producers surveyed in the State of Mexico. 

Table 7. Offer potential landraces of colors in the State of Mexico. 

Table 8. Planted area, production and color quantity sold by grain producers surveyed in the state of Tlaxcala. 

Table 9. Offer potential landraces color in the state of Tlaxcala. 

Table 10. Planted area, production and color quantity sold by grain producers surveyed in the state of Guerrero. 

Table 11. Offer potential landraces color in the state of Guerrero. 

The volume produced in native maize in the state of Mexico is approximately 906 t; of which 21.4% is marketed. Therefore, we can say that the supply of maize color is equal to 194 tonnes represented 103 producers. However, the potential supply will be determined by all producers of native corns state. For the potential value of the offer, the steps followed in the materials and methods section of the values obtained are presented in Table 7.

The amount of colored corns is possible to produce and market in the State of Mexico can go from 194.6 to 211 093.6 t to use all the productive potential that has the state.

The volume produced in native maize in the state of Tlaxcala is about 1 100 t; of which 73.6% is marketed. Therefore, we can say that the supply of maize color is equal to 806 tons represented 88 producers. However, the potential supply will be determined by all producers of native corns state. For the potential value of the offer, the steps followed in the materials and methods section obtaining the values shown in Table 8. The total maize area is 100 472 ha (^{SIAP, 2015}); 65 306 of which corresponds to native maize varieties.

The amount of colored corns is possible to produce and market in the state of Tlaxcala can go from 806 to 174 193.9 t to use all the productive potential that has the state.

The volume produced landraces in the state of Guerrero is about 244 t; of which 32% is marketed. Therefore, we can say that the supply of maize color is equal to 78 tonnes represented 100 producers. However, the potential supply will be determined by all producers of native corns state. For the potential value of the offer, the steps followed in the materials and methods section of the values obtained are presented in Table 11.

The amount of colored corns is possible to produce and market in the state of Guerrero can go from 78.4 t to 161 t 796.1 to use all the productive potential that has the state. The results show that there is potential to produce native maize that may lead specialty market thus can contribute to the preservation of the biodiversity of native corn and increased the income of corn farmers. Some products that can be produced from native maize with a focus on specialty market are tlayudas corn pellet in the state of Oaxaca (^{Ramírez, 2012}), pozole made with cacahuazintle corn or hominy wide, making tortillas gourmet colored corn (^{Donnet, 2015}), cornmeal from corn colors and thrasher (^{Torres-Salcido et al., 2015}). Another potential use of corn specialty is the removal of dyes corn with high content of anthocyanins, these natural pigments can be exploited as dyes wine, jams, fruit juices (^{Maltros et al., 1999}) and yogurt (^{Salinas et al., 2005}). These corns are also used as an ingredient for the production of craft beer.

Conclusions

In the states of Tlaxcala and Guerrero and the State of Mexico, there is a diversity of native maize production, which occur more corns are the colors. However, within the landraces of colors, most are produced are white corns due to market preferences.

Most corns colors are produced for consumption by the cultural roots that this activity represents, in addition to that there are no economic incentives to produce greater quantities of maize for marketing.

Producers are aware that the native maize that produce greater value than they currently receive payment for marketing; however, lack of training, organization, lack of infrastructure and low price does not allow them to add value to their grain to sell at a better price.

Traditional local markets are the most developed in Mexico, because this has been an economic activity since pre- Hispanic times. The problem to which transformers corn face in the states of Tlaxcala and Guerrero and the State of Mexico, is directing its products to consumers who are unaware of the properties and qualities of native corns and therefore are not willing to pay a overprice.

Specialty markets are not developed in Mexico, there are successful cases of products in which the participation of producers in defense of their cultural richness and biodiversity have been decisive for the promotion of these products to this market. There is a potential for commercialization of landraces of Mexico market, developing specialty products with added value and quality to break into the domestic and international markets.