the population have living standards comparable to developed nations. The U.S. Agricultural

Trade Office estimates there are at least 3.25 million consumers with incomes over $12,500 in

Mexico City, Guadalajara, and Monterrey (U.S. Agricultural Trade Office, 1993). There are

also significant regional differences. Average worker wages in the states bordering the U.S. and

in Mexico City and vicinity are two and a half times higher than those in Chiapas and Oaxaca

in the far south. Reducing regional income disparities and the concentration of wealth and

income are explicit goals of the Mexican government. If and as the percentage of Mexicans

living above the poverty line expands, demands for higher valued foods, such as perishables,

should likewise grow.

 The statistics in Table 1 indicate that, while Mexico's overall living standards are not

comparable with those north of the Rio Grande, where there has been considerable development.

Of particular relevance regarding perishables are the percentages of households in the three

largest cities which have refrigerators, televisions, and microwaves. A refrigerator is a

significant investment specifically to facilitate perishables consumption. Ownership demonstrates

both the importance of perishables to the family and that there is a reasonably high income level.

Microwave ownership likewise is an indicator of disposable income and microwaves are

commonly used to heat perishables, particularly processed foods. Finally, television ownership

indicates reasonable disposable income levels and exposure to advertisements and other

programming which may promote perishables consumption.

 As noted in the previous subsection, Mexico is largely arid and semi-arid, and has less

than a third the arable land per capital as in the U.S.. In many important areas, such as grains

and oilseeds, Mexico is dependent upon imports. While ongoing reforms regarding the ejido