characteristics of rice preferred by farmers and rural consumers in nueva ecija, philippines
DESCRIPTION
To identify preferred rice varieties and traits of farmersand consumers in Nueva Ecija, Philippines, a focus group discussionwith farmers was conducted and rural consumers who are purchasing ricein the Guimba and Munoz markets were interviewed. Rice samples fromthe two markets were collected and analyzed. Preliminary analyses willbe presented. This study contributes to the understanding of ricepreferences of consumers and rice value chain actors with the aim ofidentifying a set of priority traits to be considered in developingand disseminating new rice varieties in the Philippines.Ms. Aparna Ajjarpu2014 World Food Prize Borlaug-Ruan InternInternational Rice Research InstituteSocial Sciences DivisionLos Baños, Laguna PhilippinesTRANSCRIPT
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RICE PREFERENCES OF FARMERS AND RURAL CONSUMERS
MY 2014 WORLD FOOD PRIZE BORLAUG-RUAN INTERNSHIP EXPERIENCE
Aparna S. AjjarapuMarket Research Team, Social Sciences Division (SSD)
International Rice Research Institute (IRRI), Los Baños, Philippines
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WORLD FOOD PRIZE
BORLAUG-RUAN INTERNSHIP• Established by Nobel Peace Prize Winner,
Norman Borlaug and philanthropist, John Ruan
• Aims to encourage young people to get involved in issues relating to food insecurity and improving global food systems
• 24 high school students selected across America for an eight-week all expense paid internship experience at research centers across the globe
• Selected from Ames, IA and stationed in the Philippines at IRRI, SSD under the supervision of Dr. Alice Laborte
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1. Introduction2. Project objective3. Methods
-Rice preferences of rural consumers-Rice preferences of farmers
4. Results- Rice preferences of rural consumers- Rice preferences of farmers
5. Further Research6. Application7. Cultural Experiences
OUTLINE
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• The population of the Philippines is estimated to be at 100 million with the annual growth rate at 2%, one of the highest in the world
• Rice is a staple food in the Philippines; annual rice consumption is 119 kg per person
• IRRI is working to breed higher yielding rice varieties to meet the demands of the increasing population
• An assessment of preferred rice varieties and traits of the different actors in the rice value chain is very important
INTRODUCTION
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Appraisal of the rice preferences of farmers and rural consumers in Nueva Ecija province, Philippines
PROJECT OBJECTIVE
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STUDY AREANueva Ecija Province
• Top rice growing province in the Philippines
• Population: 2 million
• Rice area: 315 thousand ha
• Average rice yield: 5.3 t/ha (National average: 3.9 t/ha)
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METHODS:RICE PREFERENCES OF
RURAL CONSUMERS
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METHODS
1. Developed and tested the rice preferences questionnaire.
-Socio-demographic information -Rice consumption -Rice trait rating and ranking task
Includes questions regarding
2. Interviewed 15 consumers from Guimba
Market and 15 consumers from Muñoz Market.
Criteria for selection of respondents:-not a farmer/does not own a farm
3. The interview location was identified with GPS
device.
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*Map by Mr. Neale Paguirigan
Location of market interview
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5. Measured whiteness, transparency and milling degree of rice samples
using a milling/whiteness meter.
6. Data analysis.
4. Purchased rice samples bought by
respondents. A total of 17 rice samples
were collected from 14 stores from both
markets.
Milling/whiteness meter
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Interviewing rice consumers
*Guimba Market
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Interviewing rice consumers
*Muñoz market
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Meeting National Food Authority staff
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METHODS:RICE PREFERENCES OF
FARMERS
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METHODS1. Developed individual farmer survey and focus group discussion guide
(FGD).
-Socio-demographic information -Rice seed preference-Rice trait rating/ranking task
Interview/discussion
topics
2. Six farmers (4 females and 2 males) were selected
for the FGD. The farmers were individually
interviewed and the FGD was conducted afterwards.
Criteria for selecting farmers:-Farming for past 5yrs or more- Women actively involved in farming/making decisions- Farmers are not seed growers
3. Data analysis.
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Location of FGD
*Map by Mr. Neale Paguirigan
Tampak Village
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Interviewing farmers
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Conducting focus group discussion
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RESULTS:RURAL CONSUMER
PREFERENCES
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Table 1. Profile of respondents
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Table 2. Rice purchase and consumption habits
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Table 3. Rice purchases
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Table 4. What characteristics do you like about current rice you buy that should not be changed in the future?
Top three considerations of consumers when buying rice
1. Low price2. Soft texture3. High volume expansion
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20 25 30 35 40 45 5038
40
42
44
46
48
50
Guimba MarketMuñoz Market
Price(pesos/kg)
Av
era
ge
Pe
rce
nt
Wh
ite
ne
ss
(%
)
(R² = 0.56)
Graph 1. Whiteness vs. Price
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20 30 40 500.5
1
1.5
2
2.5
Guimba MarketMuñoz Market
Price (pesos/kg)
Av
era
ge
Pe
rce
nt
Tra
ns
pa
ren
cy
(%
)
Graph 2.
Transparency vs. Price
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20 25 30 35 40 45 5080
90
100
110
120
130
140
Guimba MarketMuñoz Market
Price (pesos/kg)
Av
era
ge
Mil
lin
g D
eg
ree
(R² = .57)
Graph 3. Milling Degree vs. Price
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• Most important consideration for consumers when buying rice is price
• Softness of cooked grains is the most important rice characteristic to consumers
• Rice price is not correlated with whiteness, milling degree and transparency for Guimba Market
• Rice price is moderately correlated with milling degree and whiteness for Muñoz Market
• Results from this study show a slight increase in whiteness of purchased rice from 40% (Abansi et al, 1992 – data collected in 1987) to 46% (this study)
SUMMARY
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RESULTS:RICE PREFERENCES OF
FARMERS
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Table 1. Socio-demographic information
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Table 2. Top three rice varieties preferred by farmers
*Characteristics of rice varieties as perceived by farmers
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Table 3. Characteristics of preferred rice seed varieties
*Data from rice varietal release data base
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Table 4. Characteristics of preferred rice varieties
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Figure 1.
Rating of stress tolerance and agronomic traits
High yielding
Heavy grains
Sturdy spikelets
Short duration
Disease resistant
Pest resistant
Flood resistant
Drought resistant
Resistant to lodging
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Dry SeasonWet season
Rating
Ag
ron
mic
/Str
es
s T
ole
ran
ce
Tra
its
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Rating of Grain Quality TraitsFigure 2.
Rating of grain quality traits
White and translucent
Grains don't easily break
Long and slender grains
Reasonably priced/cheap
High milling recovery
High demand/marketable
Aromatic/smell
Easy to cook
Expands when cooked
Soft
0 1 2 3 4 5
Rating
Gra
in Q
ua
lity
Tra
its
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Table 5. Top rice characteristics preferred by farmers
1.High yielding2.High demand and marketable3.High milling recovery4.Heavy grains5.Translucent and white6.Drought resistant during dry
season
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Table 6.
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SUMMARY
• NSIC Rc 222 is preferred by farmers during both the wet and dry seasons
• Most important consideration of farmers in selecting varieties is high yield
• Preferred varieties have amylose content between 20.5-24
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• The rice samples collected from this study will be sent to the grain quality and nutrition lab for analysis
• The results will be matched with the rice preferences of other actors in the rice value chain
FURTHER WORK
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• The results from this project will be combined with those of surveys on other rice value chain actors conducted by the Market Research Team.
• Combined analyses will be provided to rice breeders at IRRI so that they can include priority traits into new varieties of rice they are developing.
APPLICATION
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• Cebu City Tripo Observed interviews for the rice
preferences of rice retailers and wholesalers/suppliers.
• Tour of Grain Quality Lab• Sorting impurities of rice
samples• Physical
characteristics(color, grain length)
• Measuring rice expansion after cooking
• Measuring amylose content
OTHER EXPERIENCES
Getting a tour of grain quality lab
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CULTURAL EXPERIENCES
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CULTURAL EXPERIENCES
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CULTURAL EXPERIENCES
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CULTURAL EXPERIENCES
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The International Rice Research InstituteThe Social Science Division
Alice LaborteLina Diaz
Lydia DamianLudy Velasco
Neale Paguirigan Claire Custudio
The World Food PrizeLisa Fleming, Director of Global Youth
Programs
ACKNOWLEDGMENTS
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Thank you.
Any Questions?