Abstract The adoption of urban branding strategies is a recurrent practice among local governments One of the negative impacts of this type of strategies is gentrification, a phenomenon that implies the displacement of the original population. The objective of this paper is to identify the gentrifying effects of the Programa Pueblos Mágicos in the conurbation localities of San Pedro Cholula and San Andrés Cholula, Puebla. This case study shows the link between the program and specific modalities of gentrification and displacement, which are at the origin of conflicts in which the physical and symbolic appropriation of the territory is disputed.

Resumen La adopción de estrategias de branding urbano constituye una práctica recurrente entre los gobiernos locales. Entre los impactos negativos de este tipo de tácticas destaca la gentrificación, fenómeno que implica el desplazamiento de la población originaria. El objetivo de este trabajo es identificar los efectos gentrificadores del Programa Pueblos Mágicos en los municipios conurbados de San Pedro Cholula y San Andrés Cholula, Puebla, en México. Mediante este estudio de caso se constata la vinculación del programa con modalidades específicas de gentrificación y desplazamiento, las cuales están en el origen de conflictos en los que se disputa la apropiación física y simbólica del territorio.

Summary: The continuous changes in the use of soil for agricultural and livestock activities, as well the geographical location on sites affected by continuous wind currents, have caused changes in soil characteristics in a period of 40 years. To identify such changes, this study was performed in the north of the state of Zacatecas. The results of soil from 300 samples obtained in the laboratory analysis in 1976 were compared against an equal number of samples obtained in 2016. “Raster” images were generated by georeferencing the sampling sites and interpolating with “kriging”. The coinciding determinations between databases showed the differences between them by overlapping both images. The wind erosion was estimated and the levels of erosion associated with the sites where the changes occurred. The image analysis shows a matching area where sand content and soil pH increased. Such surface represents 401 907 ha of 2 118 000 ha covered by the images, where calcium has decreased in 98% of the surface, as well as potassium (59%), organic matter (58%), magnesium (49%) and sodium (35%) in 40 years, identifying areas of accumulation and soil loss associated with values of wind erosion. The prevailing SW winds that cause wind erosion were identified with values from 8 to 32 Mg ha-1 in 100 209 ha of accumulation and 233 587 ha of losses in 40 years. Of the total identified, 199 753 ha are agricultural areas and 202 154 are for livestock use. The identification of areas should help define plans and public policies for technological intervention.

Resumen: Los cambios continuos en el uso del suelo en actividades agrícolas y pecuarias, así como, la ubicación geográfica en sitios afectados por corrientes continuas de viento, han provocado cambios en las características del suelo en un periodo de 40 años. Para identificar tales cambios, se llevó a cabo el presente estudio en la región norte del estado de Zacatecas. Se utilizaron resultados de análisis de laboratorio de 300 muestras obtenidas en 1976 que fueron comparadas contra un número igual de muestras obtenidas en 2016. Al ubicar los sitios de muestreo se generaron imágenes “raster”, por interpolación con “kriging”. Se encontraron diferencias de las determinaciones coincidentes entre ambas bases de datos, al sobreponer ambas imágenes. Se estimó la erosión eólica de 2016 y se asoció los niveles de erosión con los sitios donde se presentaron los cambios. El traslape de imágenes muestra un área de coincidencia donde se incrementó el contenido de arena y el pH del suelo. Tal superficie representa 401 907 ha, de un total de 2 118 000 ha cubiertas por las imágenes. En ella se encontró que en 40 años ha disminuido el calcio en 98% de la superficie, así como, el potasio (59%), la materia orgánica (59%), magnesio (49%) y sodio (35%) con lo que se identificaron áreas de acumulación y pérdidas de suelo asociadas a valores altos de erosión eólica. Se identificaron los vientos predominantes del suroeste que provocan la erosión eólica con valores de 8 a 32 Mg ha-1 en 100 209 ha de acumulación y 233 587 ha de pérdidas en 40 años. Del total identificado 199 753 ha son áreas agrícolas y 202 154 son de uso pecuario. La identificación de áreas ayudará a definir planes y políticas públicas de intervención tecnológica.

Resumen El objetivo de este estudio es analizar los movimientos de población en el oriente del obispado de Michoacán a fines de la época colonial. Entre los casos estudiados se encuentran Maravatío y Taximaroa, dos sedes parroquiales cuya jurisdicción abarca pueblos de indios, pero también gran cantidad de haciendas y ranchos agropecuarios poblados por españoles, indios laboríos y castas. Por otro lado, en el oriente se encontraba Tlalpujahua y Angangueo, dos reales mineros integrados por población de diversos orígenes. Para analizar la inmigración a estos asentamientos se emplearon los registros parroquiales de matrimonios donde se encuentra el lugar de origen de los contrayentes. Se concluye que en las parroquias con pueblos de indios y actividades agropecuarias los movimientos intraparroquiales se dieron de los pueblos a las haciendas y la inmigración foránea fue poco frecuente por el equilibrio entre la mano de obra y los recursos existentes.

Abstract The objective of this article is to analyze population movements in the east of the Bishopric of Michoacán at the end of the colonial era. Among the cases studied are those of Maravatío and Taximaroa, two parish seats whose jurisdiction included Indian towns, but also a large number of haciendas and ranches inhabited by Spaniards, Indigenous laborers and half-castes. Tlalpujahua and Angangueo, two mining towns with populations of diverse origins, were also found in the east. To analyze migration to these settlements, parish marriage records are analyzed, as they recorded the places of origin of the bride and groom. It concludes that in parishes with Indian towns and agricultural activities, intraparish migration occurred from towns to haciendas and interparish movements were infrequent due to the equilibrium between labor and existing resources.

ABSTRACT Among the studies that address socio-territorial transformations, those that refer to the concept of gentrification to allude to the process of reappropriation of a territory by the capital, stand out. More precisely, by addressing socio-territorial transformations I refer to the expansion of large cities towards their peripheral areas, and by reappropriation of a territory, I propose to highlight the processes that set-in motion diverse transformations that result in the displacement of the original population. Based on a socio-spatial transformation index, this work identifies the different expressions of the gentrification process in two municipalities that are in the capital of the state of Puebla, in the central region of Mexico. From this case, I discuss the specific modalities of gentrification and displacement that accompany the process of urban growth in the Latin American peripheries, highlighting the important role played by the State in generating appropriate conditions for the reinvestment of capital in specific areas of the periphery.

RESUMEN Entre los estudios que abordan los cambios socioterritoriales inducidos por la expansión de las grandes ciudades sobre sus áreas periféricas, destacan aquellos que retoman el concepto de gentrificación para aludir al proceso de reapropiación de un territorio por parte del capital, el cual pone en marcha transformaciones de diversa índole que derivan en el desplazamiento de la población originaria. Con base en un índice de transformación socioespacial (ITSE), el presente trabajo identifica las distintas expresiones del proceso de gentrificación en dos municipios conurbados a la capital del estado de Puebla, en la región centro de México. A partir de este caso se discuten las modalidades específicas de gentrificación y desplazamiento que acompañan el proceso de crecimiento urbano en las periferias latinoamericanas, evidenciando el importante papel que desempeña el Estado en la generación de condiciones apropiadas para la reinversión de capital en áreas específicas de la periferia.

RESUMO: O objetivo desta pesquisa foi estudar o efeito dos indutores acibenzolar-S-Metil, fosfito de potássio e silicato de potássio sobre o teor de minerais foliares do pessegueiro. O experimento foi realizado em Tezontepec, Puebla, nos anos de 2017 e 2018. Os tratamentos consistiram na aplicação foliar dos indutores acibenzolar-S-Metil, fosfito de potássio e silicato de potássio. Os indutores foram aplicados na dose comercialmente recomendada. O delineamento experimental foi em blocos casualizados com quatro repetições. Foi realizada a quantificação foliar de nitrogênio, fósforo, potássio, cálcio, magnésio, enxofre, cobre e silício. A interação de indutores de resistência e anos de aplicação modificou a concentração foliar de magnésio, fósforo e enxofre nas folhas de pessegueiro.

ABSTRACT: This research studied the effect of the inducers acibenzolar-S-Methyl, potassium phosphite, and potassium silicate on the leaf mineral concentration of peach. The experiment was carried out in Tezontepec, Puebla, in the years 2017 and 2018. The treatments consisted of the foliar application of the resistance inducers acibenzolar-S-Methyl, potassium phosphite, and potassium silicate. Inducers were applied at commercially recommended dose. The experimental design was in randomized blocks with four replicates. Foliar quantification of nitrogen, phosphorus, potassium, calcium, magnesium, sulfur, copper and silicon was carried out. The use of resistance inducers increases the leaf concentrations of calcium. The interaction of resistance inducers and years of application modified the foliar concentration of magnesium, phosphorus and sulfur in peaches.

Abstract In vitro flowering is a technique used in genetic improvement that accelerates generations and favors the faster fixation of new traits of agronomic and market interest. The study aimed to establish a protocol for the in vitro flowering of Dendrobium nobile, through the combined temperature and of the growth regulator thidiazuron (TDZ) effects. Experiments was performed in a flask that was kept in a BOD incubator at 18, 21, or 24 °C or in a growth room at 26 °C. The TDZ concentrations were 0.0, 0.5, 1.0, and 2.0 mg L-1. The highest percentage of flowering shoots of 13.7% occurred at a concentration of 2 mg L-1 of TDZ grown at a temperature of 18 °C. Dendrobium nobile in vitro flowering was promoted in plants cultivated in ½ MS supplemented with 30 g L-1 sucrose, 5.5 g L-1 agar, 100 mL L-1 coconut water, pH 6.0, and 2.0 mg L-1 TDZ at a controlled temperature of 18 °C and a photoperiod of 16 h. The in vitro flowering induction protocol of the D. nobile species could be used or improved for future studies.

Resumo A floração in vitro é uma técnica utilizada no melhoramento genético que acelerar gerações e favorecer a fixação mais rápida de novos caracteres de interesse agronômico e do mercado. O estudo visou estabelecer um protocolo para a floração in vitro de Dendrobium nobile, através dos efeitos combinados de temperatura e do regulador de crescimento thidiazuron (TDZ). Os experimentos foram realizados em incubadora tipo BOD a 18, 21, 24 °C e, em sala de crescimento a 26 °C. As concentrações de TDZ testadas foram de 0,0, 0,5, 1,0 e 2,0 mg L-1. A maior porcentagem de brotos floridos de 13,70% ocorreu na concentração de 2 mg L-1 de TDZ cultivados em temperatura de 18 °C. O florescimento in vitro de D. nobile foi promovido em plantas cultivadas em ½ MS suplementadas com 30 g L-1 de sacarose, 5,5 g L-1 de ágar, 100 mL L-1 de água de coco, pH 6,0 e 2,0 mg L-1 de TDZ em temperatura controlada de 18 °C e fotoperíodo de 16 h. O protocolo de indução de florescimento in vitro da espécie D. nobile poderá ser utilizado ou aprimorado para estudos futuros.

Abstract Light quality is an important factor for the adequacy of plant production through plant tissue culture, as it directly interferes with morphogenesis and photosynthetic capacity of explants. The objective of this study was to analyze the impact of monochromatic lights such as light emitting diode (LED) on the in vitro development of Cattleya walkeriana G. and their effects on acclimatization. The plants were developed in vitro under the colors of green, blue, yellow, red, 2 red:1 blue, and white LED lights. For in vitro cultivation, Knudson medium was used, supplemented with 20 mg L-1 sucrose, 5.5 mg L-1 agar, 2% activated charcoal, 100 mL coconut water, and pH 6.0. For ex vitro cultivation, the plants were acclimatized in styrofoam trays containing sphagnum as a substrate. In general, the supplied light lengths impactedin vitro growth and acclimatization analyses. There was influence on the cuticle thickness of plants in vitro. Chlorophyll and carotenoid contents were not significant. We can conclude that light lengths formed by 2 red:1 blue, red and yellow LEDs can be indicated for better performance in the production of C. walkeriana. The 2 red:1 blue and red LEDs provide superior in vitro development than the others, with gains for the species in acclimatization. The yellow LED provided a possible in vitro hardening, which ensured the greatest success of the seedlings during acclimatization.

Resumo A qualidade luminosa é um fator importante para a adequação da produção de plantas através da cultura de tecidos vegetais, pois interfere diretamente nos processos de morfogênese e na capacidade fotossintéticas dos explantes. O objetivo deste estudo foi analisar o impacto de luzes monocromática do tipo diodo emissor de luz (light-emittingdiode - LED) no desenvolvimento in vitro de Cattleya walkeriana G. e os efeitos na fase aclimatização. As plantas foram desenvolvidas in vitro sob as cores de luzes do tipo LED verde, azul, amarelo, vermelho, 2 vermelhos: 1 azul, e branco. Para cultivo in vitro foi utilizado o meio Knudson acrescido de 20 mg L-1 de sacarose, 5,5 mg L-1 de ágar, 2% de carvão ativado, 100 mL de água de coco, e pH 6,0. Para o cultivo ex vitro as plantas foram aclimatizadas em bandejas de isopor contendo esfagno como substrato. De maneira geral, os comprimentos luminosos fornecidos apresentaram impactos nas análises de crescimento in vitro e na de aclimatização. Houve influência na espessura da cutícula das plantas in vitro. Os teores de clorofilas e carotenoides não foram significativos. Podemos concluir, que comprimentos luminosos formados pelos LEDs 2 vermelhos: 1 azul, vermelho e amarelo podem ser indicados para melhor desempenho na produção de C. walkeriana. Os LEDs 2 vermelhos: 1 azul, e o LED vermelho propiciam desenvolvimento in vitro superior ao demais com ganhos na fase de aclimatização para espécie. O LED amarelo propiciou um possível processo de rustificação in vitro o que garantiu o maior sucesso das mudas no período de aclimatização.

Resumen Objetivo principal: Determinar la prevalencia de lesiones cutáneas en el personal sanitario relacionadas al uso del equipo de protección personal (EPP) durante la pandemia por SARS-CoV-2. Metodología: Se realizó un estudio transversal, descriptivo y cuantitativo; se aplicó un cuestionario a personal médico y de enfermería que atendieron pacientes con Covid-19, se cuantificaron las reacciones adversas más frecuentes ocasionadas por: mascarillas, guantes, lentes, ropa protectora y alcohol gel. Resultados principales: Participaron 90 personas, de las cuales 81 (90%) presentaron lesiones cutáneas asociadas al EPP. El accesorio que ocasionó más lesiones fue la mascarilla (87,7%), seguido de lentes (85,5%) y alcohol gel (82,2%). La reacción más frecuente por mascarillas fue úlcera en puente nasal (68,9%); en los lentes fue lesión por presión en frente (76,7%); y por el uso de alcohol gel fue resequedad (75,5%). Conclusión principal: El uso prolongado (>5 horas horas) del EPP puede ocasionar efectos adversos cutáneos en el personal sanitario. La mascarilla fue el aditamento que más generó lesiones cutáneas, siendo la úlcera por presión en puente nasal la más frecuente.

Abstract Objective: To measure the prevalence of skin lesions in health personnel related to the use of personal protective equipment (PPE) during the SARS-CoV-2 pandemic. Methods: A cross-sectional, descriptive and quantitative study was carried out; A questionnaire was applied to medical and nursing staff who treated patients with COVID-19, the most frequent adverse reactions caused by: masks, gloves, glasses, protective clothing and alcohol gel were quantified. Results: 90 people participated, of which 81 (90%) presented skin lesions associated with PPE. The accessory that caused the most injuries was the mask (87.7%), followed by glasses (85.5%) and alcohol gel (82.2%). The most frequent reaction to masks was nasal bridge ulcer (68.9%); in glasses it was pressure injury to the forehead (76.7%); and due to the use of alcohol gel it was dryness (75.5%). Conclusions: Prolonged use (>5 hours) of PPE can cause adverse skin effects in healthcare personnel. The mask was the accessory that generated the most skin lesions, with pressure ulcers on the nasal bridge being the most frequent.

Resumen Este texto analiza el impacto demográfico de las epidemias de viruela antes y después de la introducción de la variolización y vacunación a fines del periodo colonial en tres asentamientos localizados en el sur de la provincia de Coahuila: Parras, Patos y El Álamo. La fuente principal de este estudio son los libros de entierro de las tres parroquias. Se revisa el contexto histórico-geográfico del espacio de estudio, la etiología de la viruela, su diagnóstico diferencial y los antecedentes de la variolización y la vacunación. El impacto de las medidas preventivas en el número de muertos se midió con el índice Del Panta-Livi Bacci. Se concluye que la variolización y la vacuna impactaron de manera diferenciada de acuerdo con el contexto socioeconómico de cada asentamiento y su proximidad a los centros de poder administrativo eclesiástico y civil, donde la promoción de ambas medidas de prevención era más eficaz.

Abstract This text analyzes the demographic impact of the smallpox epidemics before and after the introduction of variolation and vaccination at the end of the colonial period in three settlements located in the south of the province of Coahuila: Parras, Patos, and El Álamo through the study of the burial books of these three parishes. The elements considered for this investigation were: the geographical and historical context of the space studied along with the etiology of smallpox, its differential diagnosis and the history of variolation and vaccination. On the other hand, the impact of preventive measures on the number of deaths was calculated using the Del Panta-Livi Bacci methodology. It is concluded that variolation and the vaccine had a different impact according to the socio-economic context of each settlement and its proximity to the centers of ecclesiastical and civil administrative power, where the promotion of both prevention measures was more effective.

Resumen Por primera vez se registra a la avispa Eupelmus puchriceps (Cameron) como parasitoide del picudo de la espina del nopal Cylindrocopturu sbiradiatus Champion. Además, se presentan nuevos registros de distribución y distribución altitudinal en México así como aspectos preliminares de su biología.

Abstract The wasp Eupelmus puchriceps (Cameron) is recorded for the first time as a parasitoid of the nopal spine weevil Cylindrocopturus biradiatus Champion. In addition, new distribution and altitudinal records from Mexico are presented, as well as preliminary aspects of its biology.

Abstract Objective Laparoscopic colectomy has gained acceptance as a standard treatment for benign and malignant colorectal disease, such as diverticular disease and cancer, among others. Same as in open surgery, the laparoscopic approach carries a low risk of small bowel obstruction in the postoperative period, but in laparoscopic surgery, internal hernia after laparoscopic left colectomy may be a cause of small bowel obstruction with a significant risk of morbidity and mortality. This rare complication may be prevented with routine closure of the mesenteric defects created during the colectomy. Methods We present four cases of internal herniation after laparoscopic colectomy. Two cases were after laparoscopic left colectomy and two after laparoscopic low anterior resection. All four cases had full splenic flexure mobilization. Routine closure of the mesenteric defect was not performed in the initial surgery. Results The four patients were treated by laparoscopic reintervention with closure of the mesenteric defect. In two of them, conversion to open surgery was necessary. One of the patients developed recurrent internal herniation after surgical reintervention with mesenteric closure of the defect. All patients were managed without need for bowel resection, and mortality rate was 0%. Conclusion Internal herniation after laparoscopic colorectal surgery is a highly morbid complication that requires prompt diagnosis and management and should be suspected in the early postoperative period. Additional studies with extended follow-up are required to establish recommendations regarding its prevention and management.

Abstract Objective: Identify the social perception of key informants belonging to three communities of the Huasteca Potosina, on the participation of the climate and the possible negative effects of variability and CC, which they currently suffer at a local scale in their capitals and livelihoods. Methodology: Data from the "San Luis Potosí State Action Program for Climate Change" (PEACC-SLP prepared by the Autonomous University of SLP) was compared with data on the perception of change climate that have adult inhabitants of three communities of the Huasteca Potosina. Results: Among the results obtained, it stands out that the perception of the people agrees largely with the data of the PEACC-SLP in terms of changes in the patterns of temperature and precipitation in the last 40 years, as well as the change in land use as the main factor responsible for such changes at the local level. Limitations: It is considered necessary to carry out a broader investigation that allows knowing the social perception of variability and CC of the inhabitants of more communities in the region, as well as their adaptation and mitigation strategies that they are currently implementing to reduce their vulnerability. Conclusions: It is concluded that the PEACC-SLP does not reflect the strong negative impacts registered in the field that the inhabitants of these communities currently face, impacts that are increasing the vulnerability of the socio-ecological systems of the region. Does not show the adaptation and mitigation strategies that people implement for their survival and the continuity of their capitals and livelihoods.

Resumen Objetivo: Identificar la percepción social de informantes clave, pertenecientes a tres comunidades de la Huasteca Potosina, sobre la participación del clima y los posibles efectos negativos de la variabilidad y el CC, que padecen a escala local en sus capitales y medios de vida. Metodología: Se compararon los datos del Programa Estatal de Acción ante el Cambio Climático de San Luis Potosí (PEACC-SLP elaborado por la Universidad Autónoma de S.L.P.), con datos sobre la percepción del cambio climático que tienen habitantes adultos de tres comunidades de la Huasteca Potosina. Resultados: Destaca que la percepción de la gente concuerda en gran medida con los datos del PEACC-SLP en cuanto a cambios en los patrones de temperatura y precipitación en los últimos 40 años, así como el cambio de uso del suelo como el principal factor responsable de dichos cambios a nivel local. Limitaciones: Se considera necesario realizar una investigación más amplia que permita conocer la percepción social de la variabilidad y el CC de los habitantes de más comunidades de la región, así como sus estrategias de adaptación y mitigación que actualmente implementan para reducir su vulnerabilidad. Conclusiones: El PEACC-SLP no refleja los impactos negativos registrados en campo que actualmente enfrentan los habitantes de dichas comunidades, impactos que están aumentando la vulnerabilidad de los sistemas socio-ecológicos de la región y tampoco muestra las estrategias de adaptación y mitigación que la gente implementa para su supervivencia y la continuidad de sus capitales y medios de vida.

Abstract Objective: to analyze the peasant households’ strategies for obtaining resources from family farming and commercialization of their products in the Santiago Mixquitla market in San Pedro Cholula, Puebla. Methodology: a survey was applied to thirty merchants and an in-depth interview to five members of peasant households. Results: 32.1% of the sample is constituted by two or more reproductive nuclei that commercialize vegetables, fruits, seeds and transformed products of pre-Hispanic origin that are part of the local gastronomy, such as pulque. It was also found out that, in a differentiated way, that its members also carry out domestic and care work, take advantage of forest resources, and execute wage labor. Value: the study provides up-to-date information on peasant families and their social reproduction strategies. Conclusions: the peasant domestic unit deploys to multiple economic strategies to obtain subsistence resources.

Resumen Objetivo: analizar las estrategias para obtener recursos económicos que utilizan las unidades domésticas campesinas, cuya actividad principal es la agricultura familiar y la comercialización de sus productos en el mercado de Santiago Mixquitla en San Pedro Cholula, Puebla. Metodología: se aplicó una encuesta a treinta comerciantes y una entrevista en profundidad a cinco integrantes de dichas unidades. Resultados: 32.1% de la muestra está constituida por más de dos núcleos reproductivos que comercializan hortalizas, frutas, semillas y productos de origen prehispánico transformados que son parte de la gastronomía local, como el pulque. Se detectó que sus integrantes también se dedican al trabajo doméstico, al cuidado de personas, al aprovechamiento de los recursos forestales y al trabajo asalariado. Valor: se aporta información actual sobre familias campesinas y sus estrategias de reproducción social. Conclusiones: la unidad doméstica campesina recurre a múltiples estrategias económicas para obtener los recursos de subsistencia.

Abstract The document exposes the approach, the proposal and the evaluation of an interactive infographic system designed for the mobile phone (smartphone), it works as an educational tool and is complemented by a digital agenda. Both products seek to help in the training of high school and undergraduate students at the Autonomous University of Coahuila (UA de C), in the institutional, academic and human aspects, offering information about situations, processes and phenomena about their current life. For this purpose, the design methodology of Gavin Ambrose and Paul Harris was used and the structure was given with the Genialy and FlippingBook software. The result was a pair of tools based on visuality with a specific management of information on different topics, grouped into the categories of: University Services, Academic Performance, Mental Health, Physical Health and Professional Aspects.

Resumen El documento expone el planteamiento, la propuesta y la evaluación de un sistema infográfico interactivo diseñado para el teléfono móvil (smartphone), funciona como una herramienta educativa y se complementa con una agenda digital. Ambos productos buscan ayudar en la formación del estudiante de bachillerato y licenciatura de la Universidad Autónoma de Coahuila (UA de C), en los aspectos institucional, académico y humano, ofreciendo información acerca de situaciones, procesos y fenómenos sobre su vida actual. Para tal propósito, se empleó la metodología para diseño de Gavin Ambrose y Paul Harris y se dio estructura con los software Genialy y FlippingBook. El resultado fue un par de herramientas basadas en la visualidad con un manejo concreto de la información sobre distintos temas, agrupados en las categorías de: Servicios universitarios, Rendimiento académico, Salud mental, Salud física y Aspectos profesionales.

Abstract Objective: To identify consumer preferences for tortilla, pinole, tortilla chips, blue corn tostadas, as specialty products, with their assessment of the organoleptic, social, original and traditional attributes. Methodology: Five local markets were explored, interviewing 75 consumers, with a stratified random probability sampling, with 90% reliability; Using cluster analysis, consumers are characterized. Results: It was found consumers who indicate the organoleptic and cultural characteristics as a source of their preference, due to its flavor, color and freshness, with significant differences (p <0.05) between markets; without significant differences because they are made with blue corn, in an artisanal way and without additives (p> 0.5). Consumers between 30 and 50 years old, with incomes greater than 4,000.00 pesos per month, with the presence of housewives (33%) and professionals (30%), who feel satisfied with their consumption and with the price they pay (72%), aware that corn is obtained by small local producers (45%). Limitations: Live markets are explored that do not cover the diversity of consumers of these local products. Conclusions: The theoretical proposal to study producer markets facilitates the identification of the preferences of consumers of blue corn products, who value the local, traditional and identity of these products, in addition to organoleptic characteristics, condensing traits of longing for food traditional, which recognizes the effort made by rural producers to conserve and improve them.

Resumen Objetivo: Identificar las preferencias del consumidor de tortilla, pinole, totopos, tostadas de maíz azul, como productos de especialidad, con su valoración de los atributos organolépticos, sociales, de originalidad y tradicionales. Metodolgía: Se exploraron cinco mercados locales, fueron entrevistados 75 consumidores, con un muestreo probabilístico aleatorio estratificado, con 90% de confiabilidad; utilizando el análisis por conglomerados, se caracteriza a los consumidores. Resultados: Se encontró a consumidores que señalan las características organolépticas y culturales como fuente de su preferencia, por su sabor, color y frescura, con diferencias significativas (p<0.05) entre mercados; sin diferencias significativas por ser elaborados con maíz azul, de manera artesanal y sin aditivos (p>0.5). Consumidores entre 30 y 50 años, con ingresos superiores a 4,000.00 pesos mensuales, con presencia de amas de casa (33%) y de profesionistas (30%), que se sienten satisfechos con su consumo y con el precio que pagan (72%), enterados que el maíz es obtenido por pequeños productores locales (45%). Limitaciones: Se exploran cinco mercados que no cubren la diversidad de consumidores de estos productos locales. Conclusiones: La propuesta teórica para estudiar mercados de productores facilita la identificación de las preferencias de los consumidores de productos de maíz azul, quienes valoran lo local, tradicional y de identidad de estos productos, además de características organoléptica, condensando rasgos de añoranza por los alimentos tradicionales, lo que reconoce el esfuerzo que hacen los productores del medio rural, por conservarlos y mejorarlos.