How does Farmer Preference matter in Crop variety Adoption? The case of Improved Cassava varieties’ Adoption in Ghana

Ghana’s National Agricultural Research Systems have officially released 24 improved cassava varieties, which are high yielding, disease and pest resistant and early maturing. However, adoption of these varieties by mainly smallholder farmers is very low, leading to low yields and incomes. The purpose of this study was to contribute to the development and adoption of improved cassava varieties by assessing the preferences of farmers for cassava variety traits. The study explored Ghanaian cassava producers’ decision-making behaviour towards variety selection and the values they place on different cassava traits. It employed mixed logit and latent class models to estimate the values place on cassava traits, by using choice experiment data of 450 cassava producers from Ghana. Results revealed farmers’ preferences for longevity of root storage in the soil and disease resistance traits of cassava. The latent class model revealed that male youths were more likely to participate in improved varieties that take into account in-soil storage and multiple usages. The need for agricultural research systems to focus on other traits in addition to high yielding and disease resistance in order to boost adoption and increase production is imperative.