View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Research Papers in Economics Assessing rural consumers’ WTP for orange, biofortified maize in Ghana with experimental auctions and a simulated radio message By De Groote, Hugo; Tomlins, Keith; Haleegoah, Joyce; Awool, Manfred; Frimpong, Benedicta; Banerji, Abijit; Chowdury, Shyamal; and Meenakshi, J. V. Contributed Paper presented at the Joint 3rd African Association of Agricultural Economists (AAAE) and 48th Agricultural Economists Association of South Africa (AEASA) Conference, Cape Town, South Africa, September 19-23, 2010. Assessing rural consumers’ WTP for orange, biofortified maize in Ghana with experimental auctions and a simulated radio message Hugo De Groote1, Keith Tomlins, Joyce Haleegoah, Manfred Awool, Benedicta Frimpong, Abijit Banerji , Shyamal Chowdury, J. V. Meenakshi 1 International Maize and Wheat Improvement Centre, CIMMYT, PO Box 1041-00621 Nairobi, Kenya,
[email protected] Paper prepared for submission to the African Agricultural Economics Association Meetings – Cape Town, 19-23 September 2010 Submission to Prof. Nick Vink,
[email protected] 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.