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The purpose of this research is to investigate how biofortification claims impact consumer food taste inference and purchase intention. Based on the halo effect, the authors propose that food products with biofortification claims are inferred to taste better than regular foods. Due to this inference, biofortification claims subsequently improve purchase intention.

To examine these predictions, the authors conducted three between-subject design lab experiments featuring three staple foods: corn soup (β-carotene biofortification claim present or not), cooked rice (zinc biofortification claim present or not) and uncooked rice (zinc biofortification claim present or not). Participants were randomly assigned to one of two bioproduction claim conditions (present vs absent). Then, taste inference, purchase intention, consumer characteristics and confounding variables were measured.

In Experiment 1, the results showed that biofortification claims indeed appeared to evoke a heuristic halo effect, in which foods with biofortification claims were inferred to taste better than regular food. In Experiment 2, the results showed that participants had more intention to purchase foods with biofortification claims than regular food. The mediation effect of taste inference between biofortification claims and purchase intention was examined. In Experiment 3, the data further showed that this halo effect was more pronounced when consumers held a higher preference (vs lower preference) for the enriched nutritional element.

Biofortification claims have commonly been viewed solely as information about nutrition value for consumers. However, little is known about how biofortification claims impact hedonic consumer expectations. In this paper, the authors find that biofortification claims alone can impact consumer food taste inference, as nutritional information is not related to actual food taste. These findings extend the authors’ understanding of the psychological mechanism behind consumer attitudes towards biofortification.

Biofortification of staple crops is a promising strategy to alleviate micronutrient deficiencies in rural populations of the developing world. The possibility to sell biofortified crops at “a good market price” plays a vital role for the acceptance by smallholder farmers. This study is therefore focused on non-farming consumers' willingness to pay (WTP) for biofortified crops.

Specifically, we elicited non-farming consumers' WTP a premium for the improved iron content (+30% iron) in a 1kg finger millet bag using a 2nd price Vickrey auction with six auction rounds and one health- and one process-related information treatment. Due to multiple bids per subject, premiums were analyzed using a linear mixed-effects model, controlling for market feedback and auction round.

Despite more than half of the respondents being skeptical toward new crop varieties, the acceptance rate was very high (98% with a WTP above zero). The average premium amounted to 27% and could be significantly increased with the provision of health-related information. In contrast, information about the breeding method was ineffective. The WTP was significantly higher for higher income and lower for higher age, education and skepticism toward new crop varieties and increased with increasing rounds.

Our results suggest that non-farming consumers are willing to pay “a good market price” for iron-biofortified finger millet. Our analysis also confirms the importance of health-related information for raising consumers' WTP. This information supports the further development and introduction of biofortified crops to alleviate micronutrient malnutrition.

This study adds to the still limited literature on consumers' WTP for iron-biofortified crops in India, focusing on non-farming consumers to assess the price such crops can achieve on the market.

The purpose of this paper is to explore farmer acceptance of a biofortified staple food crop in a developing country prior to its commercialization. The paper focuses on the hypothetical introduction of a high-iron pearl millet variety in Maharashtra, India, where pearl millet is among the most important staple crops.

A choice experiment is used to investigate farmer preferences for and trade-offs among various production and consumption attributes of pearl millet. The key pearl millet attributes studied include days it takes pearl millet to mature, color of the roti (flat bread) the grain produces, the presence of high-iron content (nutritional attribute), and the price of the pearl millet seed. Choice data come from 630 pearl millet-producing households from three purposefully selected districts of Maharashtra. A latent class model is used to investigate the heterogeneity in farmers’ preferences for pearl millet attributes and to profile farmers who are more or less likely to choose high-iron varieties of pearl millet.

The results reveal that there are three distinct segments in the sample, and there is significant heterogeneity in farmer preferences across these segments. High-iron pearl millet is valued the most by larger households that produce mainly for household consumption and currently have lower quality diets. Households that mainly produce for market sales, on the other hand, derive lower benefits from consumption characteristics such as color and nutrition.

The main limitation of the study is that it uses a stated preference choice experiment method, which suffers from hypothetical bias. At the time of implementing this study biofortified high-iron pearl millet varieties were not yet developed, therefore the authors could not have implemented revealed preference elicitation methods with real products and payment.

The method used (stated preference choice experiment method) is commonly used to value non-market goods such as environmental goods and products that are not yet in the market. It’s application to agriculture and in developing countries is increasing. As far as the authors know this is the first choice experiment implemented to investigate farmer/consumer preferences for biofortified crops. The study presents valuable information for development and delivery of biofortified crops for reducing micronutrient deficiencies.

Despite the large body of research on consumers’ willingness-to-pay for new food, few studies have tried to integrate new technology-based systems and improve their validity. The purpose of this paper is to analyse the integration of short messaging service (SMS) in experimental auctions.

Based on a case study on iodine biofortified food with 180 household decision makers in Africa, a standard Becker-Degroot-Marschak procedure was compared with the novel SMS-based procedure through five information/auction rounds. Thereby, a standard protocol commonly employed in validation of medical diagnostic tests was adopted, assessing the sensitivity, specificity, precision, negative predictive values, likelihood ratios and post-test probability.

The SMS-based elicitation exhibited high levels of sensitivity (89-95 per cent), specificity (63-73 per cent), precision (40-60 per cent), NPV (92-98 per cent), LR+(2.6-3.3) and LR−(0.08-0.2) for all the auction rounds. The post-test plot indicates that the novel procedure is particularly consistent in ascertaining positive and negative valuations for a new food product.

Even though SMS-based bidding is shown to be an accurate, but also convenient and attractive bidding procedure, which is in line with novel ways of purchasing food, further validation is inevitable to determine its reliability in different contexts and its most effective use.

Scientists in Pakistan are currently developing biofortified wheat varieties to address widespread zinc deficiency, especially among women and children in poorer rural households. The purpose of this paper is to understand how the productivity and efficiency of small-scale and marginal wheat farmers can be improved so that their households may benefit from zinc-fortified varieties.

The authors estimate a stochastic frontier production function model with data from a survey of wheat farmers conducted in Punjab, Pakistan in 2011.

The productivities of the newer varieties of wheat were significantly greater than the older varieties, as expected. Farmers growing wheat in the rice-wheat and cotton-wheat zones tend to be more efficient than farmers from the mixed zone. Farmers who wait to adopt a leading variety are not less efficient than earlier adopters, but the longer the time until they switch varieties again, the more inefficient is their wheat production. Older farmers tend to be more technically inefficient than younger farmers, but the effect of education is not statistically significant. Wheat farmers with access to extension advice are more efficient. Farmers whose land suffered from severe salinity or severe toxicity are less productive and less efficient than others.

The authors find no differences in technical inefficiency effects associated with growing the four most popular varieties, either grown alone or with other varieties – suggesting that no single leading variety should be targeted for biofortification. In contrast to some earlier studies, the authors find that small-scale farmers tend to be less technically efficient. This result underscores the need to specifically target this group in promotional programs, and also to complement these with reinforcement of agronomic recommendations.

This project is part of the HarvestPlus program to determine the appropriate variety or varieties to biofortify with zinc so that Pakistan’s population can have better health and well-being. Further, the results show that there it is desirable to undertake further studies to improve the productivity and efficiency of wheat farmers in the Punjab, Pakistan to increase the health and well-being of the population in general.

In recent times, science and technology has taken a front seat in revolutionizing agricultural production and food processing globally with noticeable impact on food, nutrition and family health. This study was carried out to have a critical review of genetically modified (GM) foods and the use of GM and biofortified crops for food security in developing countries where foods are not adequately available and people are not food secured.

A critical review of GM foods was undertaken and the use of GM and biofortified crops for food security in developing countries where foods are not adequately available and people are not food secured was carried out.

Currently, there are no recent patents on GM and biofortified crops and this shows that there are more works to be done by policymakers, regulatory agencies, consumers and right organizations on environmental, health and biosafety of GM and biofortified crops. Advances in science and technology have changed our relationship with nature which enables crops to be modified and improved through selective breeding to obtain more stronger and productive crops. However, despite the benefits and improvements from GM and biofortified crops, controversy and arguments have continued to trail the consumption of GM and biofortified crops because of the perceived safety issues. Although genetic engineering has helped in developing fast-growing and pest-resistant crops, as well as reduction in use of pesticides, however, its impact on the environment and the consumers cannot be overemphasized. In conclusion, this study showed that the role of GM and biofortified crops for food security is the subject of public controversy; however, genetic engineering has the potential to improve world food production, increase food availability and influence farmers’ income and thus their economic access to food but the attendance potential risks related to food safety and avoidable environmental hazards should not be overlooked. There is need for comprehensive information on the impact of GM and biofortified crops on environment, human health and biosafety of the crops.

Few available literatures on the subject matter were critically reviewed.

The paper helps in creating awareness for more in-depth research on GM and biofortified crops and their impacts on food security in developing countries where foods are not adequately available and people are not food secured.

This research is of value to the researchers, policymakers and regulatory agencies in developing countries on food safety.

Child undernutrition is a persistent problem in Africa, especially in areas where the poor largely depend on starchy staples with limited access to diverse diets. The purpose of this study was to determine the protein quality, growth and rehabilitating potential of composite foods made from quality protein maize.

Four composite diets were prepared from quality protein maize, namely quality protein maize-soybeans; quality protein maize-soybeans-cowpeas; quality protein maize-soybeans-common beans and quality protein maize alone. A fifth diet was prepared from common maize alone. The control diet (Chesta®) was made from maize, soybeans, fish, bone and blood meal. The formulations were made to meet the greatest amino acid score and the desired amount of energy and fat according to the FAO/WHO (1985) recommendation for pre-school children. Albino rats were used in evaluating the protein quality of the formulations.

The food intake was significantly different (p < 0.05) among diets; with a trend of intake decreasing from quality protein maize-based to conventional maize alone diets (apart from the control diet). Protein efficiency ratio and net protein ratio varied significantly (p < 0.05) across the experimental diets. Protein digestibility-corrected amino acid score (PDCAAS) was 80 per cent (quality protein maize-soybeans-cowpeas), 87 per cent (quality protein maize-soybeans), 103 per cent (common maize alone), 98 per cent (quality protein maize), 80 per cent (quality protein maize-soybeans-common beans) and 53 per cent (control).

Two diets, namely quality protein maize-soybeans-common beans and quality protein maize-soybeans-cowpeas, showed the greatest potential to support growth and rehabilitation of undernourished rats. Human trial is proposed to validate the findings.

Despite adoption of quality protein maize in several parts of the country, there are no studies that have been done to determine the potential of quality protein maize to support optimal growth and rehabilitation of undernourished children. The objective of this study was, therefore, to evaluate the protein quality, growth and rehabilitating potential of composite foods made from quality protein maize.

The purpose of this paper is to investigate consumers’ willingness to pay for quality rice attributes in urban areas in the South of Vietnam, including organic and integrated pest management (IPM) as sustainable production methods, and claim about health benefits and fair farmer prices.

Cross-sectional data were collected in 2015 using a survey including a choice experiment (CE) (n=500). Generalized mixed logit models were estimated.

Vietnamese consumers are willing to pay a premium of 82 percent for organic rice, and 45 percent for rice produced using IPM, compared to conventionally produced rice. They are also willing to pay a premium of 95 percent for rice claiming to be rich in vitamins and other nutrients, and 50 percent for rice that guarantees a fair price to rice farmers.

A hypothetical CE was employed. Future research using revealed preference methods is suggested.

This study makes a significant contribution to the limited existing literature on consumers’ valuation of quality rice attributes in the context of developing countries such as Vietnam. The study shows that rice, that is, sustainably produced using organic or IPM methods provides a promising avenue for rice producers. This study highlights that there is an added value for rice with credence attributes in relation to sustainable production methods, health benefits, and fair farmer prices in a developing country.

Experimental auctions are widely used as a non-hypothetical value elicitation method to examine consumer preferences for novel, controversial foods. However, despite its advantages over hypothetical methods, its practice might lead to a wide variety of biases. The purpose of this paper is to provide a list of key cognitive biases and design effects in food auction research and to deliver scientifically underpinned procedures in order to assess, control and reduce them. Its applicability and relevance is examined in auctions on willingness-to-pay for folate (GM) biofortified rice.

Based on auction literature, a list of 18 biases has been developed. Experimental auctions were conducted with 252 women from Shanxi Province, China to test the occurrence of eight biases, while demonstrating measures to reduce the risk of ten biases.

The results lend support for three information-related effects, i.e. confirmation bias, conflicting product information effects and a primacy bias, but not for a multiple-good valuation effect, a panel size effect, a trial winner effect and time-related sampling biases. Furthermore, there are no clear indications of social desirability bias, auction fever and a false consensus effect.

This study emphasizes the need to take into account, and measure the risk of various biases when developing, organizing and interpreting experimental auctions. Future research should further extend the list of biases and validate the study findings.

By using a highly topical subject, this study is one of the first to address the potential risk of cognitive biases and design effects in experimental (food) auctions.

Malnutrition remains a big public health issue especially in developing countries. The purpose of this paper is to analyze factors that influence consumption of nutrient-rich foods among children aged 6–59 months and women of reproductive age (15–49 years) in the urban informal settlements of Nairobi, Kenya, and Kampala, Uganda. This study uses multicomposite soft porridge as an example of a nutritious product.

A cross-sectional survey was conducted with 574 households from urban informal settlements in Kampala and Nairobi. A systematic random sampling approach was used to select respondents, and interviews were conducted on their sociodemographics, porridge consumption and purchase behavior. Probit regression models were used for the analysis.

Results indicate that households with access to nutrition information are more likely to consume porridge with diversified ingredients, compared to households without nutrition information. Additionally, consumption of fortified porridge flour has a lower probability of consuming porridge flour with diversified ingredients.

The evidence echoes the need for increased dissemination of nutrition information, which will trigger willingness to pay and consumption of nutritious foods. Further, it underpins the need for processor-level interventions to avail these foods at affordable prices for the benefit of low-income consumers.

This is among the first papers assessing factors that influence consumption of nutritious and diversified soft porridge by children aged 6–59 months and women aged 15–49 in the informal settlements of East Africa.