Shaping Demand for Nutritious Crops: Insights on Consumer Willingness to Pay for Iron-Biofortified Beans in Kenya
Date
2025
Authors
Obebo, Forah
Ateka, Josiah
Muniu, Joseph
Kiio, Juliana
Mwangi, Christine
Journal Title
Journal ISSN
Volume Title
Publisher
AERC
Abstract
Beans are a key staple in Kenya, yet per capita consumption (15 kg/year) falls below other key foods like maize, wheat rice and potato. (KNBS, 2025). This lower intake is partly linked to undesirable traits such as flatulence, poor taste, and long cooking times. Since 2017, organizations have promoted BIBs varieties (Nyota, Angaza, and Faida). However, uptake remains low and awareness is limited as only 1 in 10 Kenyans know about BIBs (CIAT, 2020). Introducing new foods BIBs requires a strong understanding of how marketing, psychology, and economics shape consumer decisions. People weigh several attributes when choosing beans, including price, nutrition, taste, colour, size, cooking time, and convenience. Adoption also differs across social groups: women, who often make food and nutrition decisions, respond differently to health messaging, while rural and urban consumers vary in their preferences, market exposure, and familiarity with bean varieties. The findings and recommendations are based on evidence from a survey of 561 rural and urban consumers in Kenya.