Market assessment of fortified parboiled rice in Burkina Faso

TL;DR

This study explores whether fortified parboiled rice can be successfully marketed in Burkina Faso, where micronutrient deficiencies are common.

Contribution

The study introduces a market assessment framework for fortified parboiled rice, considering consumer willingness to pay and production costs.

Findings

Consumers are willing to pay a premium for fortified rice after being educated about its benefits.

Production costs for fortified rice may exceed consumer willingness to pay, suggesting a need for public intervention.

The findings could inform market development in other regions with established parboiled rice consumption.

Abstract

Micronutrient deficiency remains a daunting issue in many parts of the world. Effective interventions are needed to deal with the problem, which should consider production and consumption traditions and trends to improve their success. Parboil rice is a growing staple in Burkina Faso, where micronutrient deficiency remains high. This paper assesses the market feasibility of fortified rice through parboiling using a limited-water soaking method. Our findings suggest that consumers are willing to pay a premium for fortified rice versus conventional parboiled rice after they are informed about the importance of the problem and the potential benefits of fortified rice. A stylized cost analysis also reveals that the cost of producing fortified rice using a limited-water soaking method could exceed the premiums consumers are willing to pay, and therefore that public intervention may be needed to improve the odds of adoption by consumers. The findings have implication beyond Burkina Faso, and could guide market development in other regions where production and consumption of parboiled rice is well established.

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