Consumer demand for rice grain quality in Southeast Asia
1985
Unnevehr, L.J. | Juliano, B.O. | Perez, C.M.
Abundant world rice supply has led to renewed interest in improving quality of modern rice varieties. The implicit values that consumers pay for grain quality characteristics are estimated for Thailand, Indonesia, and the Philippines. Consumers in all three countries significantly prefer better milling quality (fewer brokens and more polish) and aroma. Preferences for shape and chemical attributes vary, but consumers generally prefer intermediate amylose. International rice research should maintain good potential head rice recovery and reduce amylose content of future modern varieties (MVs)
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