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Assessing rural consumers’ WTP for orange, biofortified maize in Ghana with experimental auctions and a simulated radio message

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Author Info

  • De Groote, Hugo
  • Tomlins, Keith
  • Haleegoah, Joyce
  • Awool, Manfred
  • Frimpong, Benedicta
  • Banerji, Abijit
  • Chowdury, Shyamal K.
  • Meenakshi, J.V.

Abstract

Deficiencies of micronutrients such as vitamin A are widespread, expecially in Africa. Biofortified crops such as maize, bred for high levels of provitamin A might offer a solution, but these crops are often bright orange, and African maize consumers prefer white. To estimate the consumers interest in orange biofortified maize, sensory evaluations were organized in rural Ghana with white, yellow and orange maize. The effect of information on willingness to pay for biofortification was estimated using a simulated radio message. Results indicate that color preferences are highly regional, wide variation exist within regions, and the provision of information is able to change these preferences. The color of biofortified maize should therefore not be seen as major impediment, but proper information messages should be targeted at the right channels such as rural radio.

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Bibliographic Info

Paper provided by African Association of Agricultural Economists (AAAE) & Agricultural Economics Association of South Africa (AEASA) in its series 2010 AAAE Third Conference/AEASA 48th Conference, September 19-23, 2010, Cape Town, South Africa with number 96197.

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Date of creation: Sep 2010
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Handle: RePEc:ags:aaae10:96197

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Related research

Keywords: maize; biofortification; consumers; experimental auction; sensory evaluation; Crop Production/Industries; Demand and Price Analysis;

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References

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  1. Smale, Melinda & Jayne, T.S., 2003. "Maize in Eastern and Southern Africa: 'seeds' of success in retrospect," EPTD discussion papers 97, International Food Policy Research Institute (IFPRI).
  2. Dorosh, Paul & Ninno, Carlo del & Sahn, David E., 1995. "Poverty alleviation in Mozambique: a multi-market analysis of the role of food aid," Agricultural Economics: The Journal of the International Association of Agricultural Economists, International Association of Agricultural Economists, vol. 13(2), November.
  3. Hugo De Groote & Simon Chege Kimenju & Ulrich B. Morawetz, 2011. "Estimating consumer willingness to pay for food quality with experimental auctions: the case of yellow versus fortified maize meal in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 42(1), pages 1-16, 01.
  4. Lawrence Rubey & Frank Lupi, 1997. "Predicting the Effects of Market Reform in Zimbabwe: A Stated Preference Approach," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(1), pages 89-99.
  5. Tschirley, David L. & Santos, Ana Paula, 1995. "Who Eats Yellow Maize? Preliminary Results of a Survey of Consumer Maize Preferences in Maputo, Mozambique," Food Security International Development Working Papers 54697, Michigan State University, Department of Agricultural, Food, and Resource Economics.
  6. Tschirley, David & Donovan, Cynthia & Weber, Michael T., 1996. "Food aid and food markets: lessons from Mozambique," Food Policy, Elsevier, vol. 21(2), pages 189-209, May.
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Cited by:
  1. Morawetz, Ulrich B. & De Groote, Hugo & Kimenju, Simon Chege, 2011. "Improving the Use of Experimental Auctions in Africa: Theory and Evidence," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(2), August.

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