Perceptions of cheese authenticity: A comparative analysis of value chain actors in Mexico

Authenticity, an ever-evolving concept, has become crucial in the context of the industrialization of food and the growing problem of food fraud. This exploratory study focuses on understanding how cheese authenticity is perceived by value chain actors in Mexico, taking into account their experiences and perspectives. Two online questionnaires were used, one aimed at consumers and the other at producers and promoters. A total of 1223 consumers, 69 producers and 26 promoters participated. The free word association (FWA) technique was used to capture the participants' unconscious perceptions. The results showed significant differences in perceived authenticity between the different actors. For consumers, authenticity was related to their own quality standards and to the influence of external international factors. For the producers and promoters, on the other hand, the authenticity of the cheese is based on the implicit characteristics resulting from the rural environment in which it is produced. These results suggest that the differences in the perception of authenticity between actors are the result of the influence of the environment, experiences and the particular conditions they experience due to their position in the value chain. The study suggests that understanding these differences can help small cheese producers differentiate themselves in the marketplace and focus their efforts on more effective strategies. It also shows the importance of taking into account the perceptions of the different actors in the value chain in order to effectively combat food fraud and promote authenticity in the Mexican cheese industry.