Objective: To analyze the jalapeño pepper characteristics and demand of the restaurant sector in Quintana Roo, in order to identify the supply requirements of this sector.Design/Methodology/Approach: A random sample of n=73 restaurants were surveyed online.Results: Most of the restaurants (87.5%) have been in business for less than six years and —although most of them sell Mexican food— only 41.6% are interested in purchasing jalapeño peppers from the producers.Study Limitations/Implications: Producers must invest their social capital in order to firmly establish a supply strategy.Findings/Conclusions: The restaurants that purchase jalapeño pepper demand a constant delivery frequency, size, pungency level, and specific color.
