Participation in High-Value Agricultural Markets

Farmers’ varietal diversification and adoption of improved varieties, and consumers’ preferences for variety attributes

The case of cassava in Nigeria

There are two principal aims of this HarvestPlus-funded project:

  • Adoption study: To identify the cassava varieties currently cultivated by farmers in order to generate varietal maps for commonly cultivated varieties and understand the factors (agro-ecological, market-related, institutional, variety performance-related, etc.) that affect farmers’ choices and the diffusion of cassava varieties.
  • Consumer acceptance study: To study consumers’ preferences for various cassava attributes, including those inherent in the breeding method used (conventional vs. genetically engineered).

The research is expected to improve:

  • the design of effective and targeted interventions to ensure the maximum adoption of biofortified cassava varieties,
  • the understanding of the cassava variety traits that farmers value the most and hence would be most likely to look for when adopting new varieties,
  • the identification of institutions (public, private, formal, and informal institutions, including social networks and markets) which should be strengthened and/or utilized to ensure the adoption of biofortified cassava,
  • the establishment of communication strategies to effectively inform cassava consumers and producers about biofortified cassava varieties, and
  • the estimation of price premia/discounts for biofortified cassava varieties.