Upgrading rice value chains: Experimental evidence from 11 African markets

Previous research has advanced the hypothesis that improving food security in Africa will require upgrading rice value chains in order to increase the quality-based competitiveness of domestic rice relative to imported rice in urban markets. We review the experimental evidence in support of this hypothesis. During 2008-2012, a research program of framed field experiments based on experimental auctions was implemented to study consumers' revealed preferences for rice quality attributes in 11 African markets. The experimental results suggest that domestic rice can compete with imported rice in urban markets if its intrinsic and extrinsic quality attributes are better tailored to urban consumer preferences. This is important for policy makers who are currently implementing ambitious national rice development strategies throughout Africa.