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Red lentils are one of the widely consumed food items in South Asia and this has created an enormous market opportunity for all players in the chain. Therefore, the purpose of this paper is to examine the most valued attributes of red lentils and to assess how consumer preferences vary across store type and by socio-demographic factors. Thereby, it was aimed to identify value chain interventions that are required to meet the consumer demand.

Sri Lanka was selected as the study location because of its significance as an importer. Through an intercept survey of 300 consumers in three store types, consumption pattern and preference for four attributes of red lentils, namely, size, colour, visual quality and price were collected. Data were also collected from retail and wholesale stores and from a processor. Conjoint analysis was used to analyse the consumer data.

A majority of the respondents consumed red lentils on a daily basis. Consumer preference rankings showed that consumers place a significantly greater level of importance on visual quality than other attributes. Trade-off patterns were different across store types and by socio-demographic factors. Grocery shoppers were willing to trade-off packaging to price while the reverse was true for supermarket shoppers. Retail and wholesale purchases were driven by quality.

Findings highlight that chain effectiveness could be enhanced by offering bigger sized lentils while assuring quality.

This research uses a consumer driven assessment in identifying required value chain interventions.

The consumption of ethnic food is an integral part of the Hispanic culture. Therefore, this study was carried out with the intention of assessing the consumption and preferences for ethnic specialty produce by the Hispanics in the east coast of the USA with an aim of formulating production and marketing guidelines to meet the increasing demands of the rising Hispanic population in the USA.

Data were collected through telephone interviews from 542 randomly selected Mexicans and Puerto Ricans living in 16 east coast regions of the USA. Questions related to socio‐demographic details and consumption and preference for 20 pre‐determined ethnic specialty produce were asked. Data were analyzed using descriptive statistics and logistic regression.

Chain grocery stores were the most common outlets for ethnic produce. Freshness and quality were the most important criteria for both Mexicans and Puerto Ricans. Expenditure patterns revealed that they allocate 71 percent and 62 percent respectively on ethnic produce compared with other produce. Age and education had a negative influence while income had a positive influence on the willingness‐to‐pay for ethnic specialty produce.

In this study, only ten crops each were selected as ethnic specialty crops that are consumed by Mexicans and Puerto Ricans and the average willingness‐to‐pay for these crops were elicited.

Based on the expenditure patterns of 20 ethnic specialty produce commonly consumed and having a potential to be grown in the USA, this study recommends crops to be prioritized for production trials and grower recommendations.

The approach outlined in this paper uses a market‐driven assessment for crop prioritization research.

This paper is designed to assess the sustainable value chain approaches for marketing channel development opportunities for agricultural products in coastal Bangladesh to combat climate change through an approach of community-based adaptation options.

The study was designed to select the potential value chain candidate and to analyze and establish a value chain map to benefit the crop farmers. In this connection, the resources of the whole context were evaluated. The approach uses few tools to generate three outputs, the last of which are the final list of value chains selected for in-depth assessment to design interventions as community-based adaptation practices of the study to combat climate change in the study areas.

The study demonstrated that the difference in the institutional circumstances of the end markets of the agriculture products is connected to the different categories of harmonization and control of the facilitating environment throughout the supply chains. National and local networks improve the value chain in terms of the value addition of the agriculture products, technology improvement, market access and profitability of the products. Strengthening the weak financial structure, focus more on formal financial systems and resolving sociocultural and climate change-induced hazard concerns are the major concerns on the development of value chains in the countries. Apparently, guarantee for good governance, checking illegal and unregulated market contexts, proper mitigation measures to climate change are some paramount important issues for the sustainable management of livelihood, yield, income and development.

All kinds of stakeholders of the agriculture product value chain should focus on competitiveness and productivity and look for and exploit multiple ways to add value once initial success has been attained with a single deal. Ensuring sustainability within the value chains is an important feature to cater to the challenges and changing demands of the age.

The study will help to established a sustainable value chain approach in response to climate change, which process will help to existent opportunities for firms to manage the issue of climate risk by codeveloping and employing adaptation options that may be more preferred or accepted by consumers across the entire chain for the sustainable management of livelihood, yield, income and development.