Abstract

Innovation paths that link biodiversity protection with modern market dynamics are necessary for the preservation of heritage livestock breeds. Conceptual development efforts have mostly concentrated on food products, leaving wider innovation prospects underexplored, despite increased interest in native pig breeds in Mexico. This study looks at how two structured creativity methods—brainwriting (6–3–5) and SCAMPER—can aid in the formulation of early concepts pertaining to the value-adding of native Mexican pig breeds. Between August and November 2025, thirteen teams took part in creativity workshops that produced a variety of ideas. Thematic analysis showed that although brainwriting produced fewer but more cohesive and connected solutions, SCAMPER generated a significant number of exploratory ideas. Participants created multifaceted innovation concepts across techniques, including culinary items, experiential offers, educational programs, therapeutic applications, cultural events, and conservation-focused models. These results show that structured creativity methods can uncover diverse value pathways that extend beyond traditional food-based approaches. The findings contribute to research on sustainable marketing, biodiversity conservation and creativity-based innovation by demonstrating how interdisciplinary, facilitated ideation processes can broaden the strategic landscape for heritage-breed valorization. Practical implications for producers, educators and policymakers include opportunities for cross-sector collaboration, cultural engagement and diversified conservation strategies.

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