Reversing Urban Bias in African Rice Markets: Evidence from Senegal

SummaryUrban bias constitutes an important institutional impediment to economic development in poor countries. Some African governments now recognize that they should invest in agricultural productivity in order to reverse urban bias, but often forget the equally important objective of investing in quality tailored to consumers so as to reverse urban bias’ footprint on food markets. We conduct framed field experiments in two major urban markets in Senegal and find that the majority of urban consumers are willing to pay quality premiums for local rice suggesting that investment in post-harvest rice quality is a priority in the reversal of urban bias.

► Focus on productivity alone is insufficient in the reversal of urban bias in Senegal.
► Urban Senegalese consumers are willing to pay quality premiums for local rice.
► Investment in post-harvest rice quality is a priority in the reversal of urban bias.
► Awareness of local quality rice increases likelihood of paying quality premiums.
► Branding and advertising can further contribute to the reversal of urban bias.