Aflatoxins and Health Considerations in Consumer Food Choices in Ghana

Food safety enjoys sustained attention among the scientific community, policymakers, and the general public due to health impacts. However, pursuing appropriate regulations for pervasive food contaminants is a challenging policy issue, particularly for naturally-occurring food toxins such as aflatoxins and other mycotoxins. This paper explores consumer preferences for quality aflatoxin-free peanuts, and how food safety concerns may impact willingness to pay more for safer foods. Incorporating ‘risky’ foods into random utility-maximization framework, we analyze contingent valuation survey data on Ghana. Model and survey results show consumers in Ghana approve of food aflatoxin regulations, and are prepared to pay price premiums as incentives to ensure supply of quality peanuts. Findings reveal that consumers prioritize food safety above prices in market decisions. People prefer introduction of aflatoxin regulations that would guarantee good health; useful information for policy makers in Ghana, Africa, and rest of the developing world.