A survey in Cali of the consumption of traditional fried plantain slices ('patacones') showed that home-made patacones are consumed several times a week, mostly during meals, whereas only half the people (mainly young) regularly consume industrial patacones (mainly between meals). When incomes rise, consumption of home-made patacones decreased and that of the industrial products increased. Plantain and potato are the main raw materials to fry at home. Industrial patacones are bought in supermarkets (67%), in groceries (41 %) and from street fryers (35%). People who never or rarely eat industrial patacones (50%) have a lack of confidence in the process and quality (64%) and organoleptic properties (41%). Anything with an artificial connotation would have a negative influence on consumption of industrial patacones, but 45 % of consumers believe that the industrial patacones consumption would increase with more advertising.