This study examined consumers’ purchasing habits and demand in peri-urban Mexico City for three types of tortillas: i) machine-made white, ii) handmade white, and iii) handmade blue. As part of a sensory analysis, the participants rated the blue maize tortillas significantly higher across all categories (overall score, flavour, smell, texture in mouth, texture in hand, size, thickness, and colour). To explore how demand varies according to the intended use, we conducted a choice experiment using three scenarios: in-home daily use, in-home special event, and out-of-home consumption.

This article presents a review of seven guides for gender-equitable value chain development (VCD). The guides advocate persuasively the integration of gender into VCD programming and raise important issues for designing more inclusive interventions. However, gaps persist in their coverage of gender-based constraints in collective enterprises, the influence of norms on gender relations, and processes to transform inequitable relations through VCD. Guidance for field implementation and links to complementary value chain tools are also limited.