A new variety of rice grown in Colombia that naturally contains more zinc than conventional types may help fight nutrient deficiencies in children and families. Researchers say consumers not only like it but are also willing to pay a premium for it.
In a blind taste test of 400 consumers in Cartagena, people rated the zinc-rich rice as equal to or better than standard rice in quality. Once they learned about its nutritional benefits, they were willing to pay more. On average, consumers placed a 41% premium on the biofortified rice compared to standard varieties.
“The findings show that biofortified rice in Colombia has high potential to be successfully promoted, more widely consumed, and improve the health of consumers,” said Robert Andrade, a co-author of the study published in the Journal of Agriculture and Food Research in May.
The rice variety, BIOZn035, contains up to 62% more zinc than conventional rice. It was officially released in Colombia in 2021 through the national rice producers’ association, Fedearroz, and is targeted for use in the country’s Caribbean region, where zinc deficiency affects 41% of children between ages 1 and 4.
Zinc deficiency is linked to several developmental problems and is considered a major public health concern in this region.
“Starting with an understanding of community needs and food preferences were critical to knowing what traits the rice needed to have,” said Carolina Gonzalez, thematic leader on Foresight and Applied Economics for Impact at the Alliance of Bioversity and CIAT. “One challenge biofortified crops can face is a lack of alignment with people’s taste preferences. Fortunately, this variety has traits for both nutrition and consumption.”
Since 2020, farmers have used more than 15 tons of BIOZn035 seed to produce 785 tons of rice for consumption. Fedearroz is now increasing seed production and promotion of the variety.
Researchers say the study offers lessons for other countries trying to improve nutrition and food security, particularly where access to diverse diets is limited.
“The point of the study is to show that science can help people live better, healthier lives, even if they have economic constraints,” said Alvaro Durand-Morat, the study’s lead author and an agricultural economist at the University of Arkansas.
This research was supported by CGIAR Initiative on Market Intelligence. Funding for CGIAR Initiatives comes from the CGIAR Trust Fund.