A latent class approach to investigating farmer demand for biofortified staple food crops in developing countries: The case of high-iron pearl millet in Maharashtra, India

This study explores farmer acceptance and valuation of a biofortified staple food crop in a developing country prior to its commercialization. We focus on the hypothetical introduction of a high-iron pearl millet variety in Maharashtra, India, where pearl millet is among the most important staple crops. A choice experiment is used to investigate farmer preferences for and trade-offs among various production and consumption attributes of pearl millet. The key pearl millet attributes studied included days it takes pearl millet to mature, color of the roti (flat bread) the grain produces, the presence of high-iron content (nutritional attribute), and the price of the pearl millet seed. Choice data come from 630 pearl millet-producing households randomly selected from 3 purposefully selected districts of Maharashtra. A latent class model is used to investigate the heterogeneity in farmers' preferences for pearl millet attributes and to profile farmers who are more or less likely to choose high-iron varieties of pearl millet. Our results reveal that there are three distinct segments in the sample, and there is significant heterogeneity in farmer preferences across these segments. High-iron pearl millet is valued the most by larger households that produce mainly for household consumption and currently have lower quality diets. Households that mainly produce for market sales, on the other hand, derive lower benefits from consumption characteristics such as color and nutrition. These results have implications for the design of targeted strategies to maximize adoption and consumption of high-iron pearl millet varieties.Biofortification, Choice experiment, latent class model, preference heterogeneity, Pearl millet,

Information, Branding, Certification, and Consumer Willingness to Pay for High-Iron Pearl Millet: Experimental Evidence from Maharashtra, India

In this paper we use sensory evaluation methods and Becker-DeGroot-Marschak mechanism to estimate consumer demand for biofortified high-iron pearl millet (HIPM) in Maharashtra, India. Unlike biofortification with provitamin A, biofortification with iron and zinc, does not change the color of the biofortified crop. Therefore, we test the impact of both nutrition information, and branding and certification, as well as the nature of the brand and of the certifying authority (state level versus international), on consumer demand for HIPM. We find that even in the absence of nutrition information, consumers assign a small but significant premium to the HIPM variety relative to the local variety. This is consistent with consumers’ more favorable rating of the sensory characteristics of the high-iron variety. Nutrition information on the health benefits of HIPM increases this premium substantially, and regression analysis reveals that consumers prefer international branding and certification authority to their state-level counterparts

India’s pearl millet seed industry: Prospects for high-iron hybrids

In this paper, we seek to understand the current structure of the pearl millet seed sector in order to formulate recommendations about how best to position the marketing strategy for soon-to-be-released, high-iron hybrids. We conduct a thorough review of the literature, with reference to both qualitative and quantitative information. We focus on the evolution of the industry structure for pearl millet seed, documenting changes that have occurred in procedures for variety release and registration over time. We shed light on issues such as why some varieties are more popular than others; the role of companies in promoting varieties; and whether the rights of a high-iron hybrid should be exclusive to one company. We also explore the implications of the fact that neither farmers nor consumers can observe the high-iron trait for marketing and promoting new varieties. Our review leads us to recommend the development of a range of high-iron hybrids with varying genetic base and adaptation, as well as food and fodder traits. Demand-pull mechanisms should be integrated into the current public distribution system, and private seed companies incentivized through various means. The role of pearl millet in the livestock feed industry is worth of policy attention by HarvestPlus and partners.Non-PRIFPRI1; CRP4; HarvestPlusHarvestPlus; A4NHCGIAR Research Program on Agriculture for Nutrition and Health (A4NH