Estimating consumer willingness to pay for food quality with experimental auctions: the case of yellow versus fortified maize meal in Kenya

Groote, H.D. and Kimenju, S.C. and Morawetz, U.B. (2011) Estimating consumer willingness to pay for food quality with experimental auctions: the case of yellow versus fortified maize meal in Kenya. Agricultural Economics, 42 (1). pp. 1-16.

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Abstract

Biofortification of maize with provitamin A carotenoids is a new approach to the alleviation of vitamin A deficiencies in Africa. Unfortunately these varieties are yellow or orange, while consumers generally prefer white. Consumer willingness to pay for yellow and fortified maize was compared in experimental auctions in three regions in Kenya. The premium that consumers are willing pay for fortified maize (24%) was higher than the discount they require to buy yellow maize (11%), and in one zone consumers prefer yellow. Yellow color is, therefore, not an impossible obstacle for biofortified maize, although it would clearly be easier to introduce this maize first in regions where yellow maize is currently grown

Item Type: Article
Additional Information: This research was possible through the support of the government of Austria, through the HarvestPlus project “Preferences of Maize Consumers in Eastern Africa” (project no. 8012).
Uncontrolled Keywords: Africa, Kenya, Maize, Consumer, Preferences, Biofortification
Author Affiliation: International Maize and Wheat Improvement Center (CIMMYT), P.O. Box 1041-00621, Nairobi, Kenya
Subjects: Social Sciences > Agricultural Economics
Postharvest Management
Social Sciences > Postharvest Management
Divisions: Maize
Depositing User: Mr Balakrishna Garadasu
Date Deposited: 06 Jun 2013 08:31
Last Modified: 06 Jun 2013 08:31
Official URL: http://dx.doi.org/10.1111/j.1574-0862.2010.00466.x
URI: http://eprints.icrisat.ac.in/id/eprint/10670

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