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espanolUna alternativa a la creciente globalizacion alimentaria son los cultivos de variedades agricolas locales y su comercializacion a traves de canales cortos o mercados locales. Sin embargo, muchas de las variedades tradicionales autoctonas adolecen de diversos problemas de vulnerabilidad a enfermedades y menor productividad que las hacen menos atractivas para los agricultores. La mejora genetica de estas variedades mediante retrocruzamiento y seleccion natural permite obtener variedades mejoradas que solucionan estos problemas productivos, aunque en ultimo termino han de ser aceptadas por los consumidores. En este trabajo se analiza la aceptacion de los consumidores locales de dos variedades tradicionales de tomate mejoradas geneticamente mediante el analisis de la disposicion a pagar por ellas y en comparacion con sus homologas sin mejorar. El metodo empleado ha sido la valoracion contingente. Los resultados apuntan a la existencia de un segmento potencial de consumidores de estas variedades que pagarian por ellas como minimo su precio de referencia. La disposicion a pagar por ellas se incrementa significativamente cuando se enfatiza su origen y cuando se cultivan bajo criterios ecologicos, por lo que son dos estrategias a recomendar para su comercializacion EnglishAn alternative to the increasing food globalization is the growing of local varieties and its commercialization through short marketing channels or local markets. However, many of the traditional agricultural varieties suffer from various problems of vulnerability to illness and lower productivity that make them less attractive to farmers. The breeding of these varieties by backcrossing and natural selection allows for improved varieties that address these production problems, but finally they have to be accepted by consumers. In this work we analyze the consumer acceptance of two traditional tomato varieties genetically improved by analyzing the willingness to pay for them in comparison with their counterparts which are not genetically improved. We use the contingent valuation method to estimate the willingness to pay. The results indicate the existence of a potential consumer of these varieties who would pay for them at least its reference price. The willingness to pay for these varieties increases significantly when its origin is emphasized and when they are organically grown, so these are two strategies to be considered for marketing

Aceptación de variedades tradicionales de tomate en mercados locales. Un estudio de valoración contingente