Are farmers willing to pay for certified sweetpotato seed?

This research brief presents findings from a willingness-to-pay (WTP) study for certified sweetpotato seed conducted in Tanzania’s Lake Zone using a Vickrey (second-price) auction experiment. Results revealed that farmers were more willing to pay when provided with information about the seed source and certification status. Improved varieties from trained seed producers saw a 56% increase in WTP after information disclosure, while local market-preferred varieties increased by 17%. Male farmers and those in more commercialized areas exhibited higher WTP. Post-auction sales confirmed the reliability of WTP estimates, with buyers paying nearly identical prices to their bids. Findings underscore the need for better information dissemination, vertically integrated seed value chains, and tailored communication strategies to enhance adoption of quality seed.