What Is the Possibility of Commercializing African Indigenous Crops?—The Case of Ethiopia

Africa has a rich diversity of indigenous crops whose commercial and economic value have been underutilized. Eragrostis tef is crop with great potential for production commercialization in Ethiopia. The nutritional curative values are recognized not only Ethiopia but also the global market. Economically, its chain source livelihood more than six million small-scale Ethiopian farmers. Its large-scale to transform livelihoods many impoverished people. However, little research conducted assess consumers’ attitudes toward products. objective this study understand product attributes that would affect consumer purchasing decisions. based on pasta baby food, two most important products could be made out tef. analyzed inclusion products, price, organic certification, brand origin. relies survey data were randomly collected from 318 respondents secondary central statistical agency. subjected conjoint analysis, method commonly used market hypothetical consisting multiple customers’ preference different components product. results analysis show flour factor consumers consider when buying or food. Further, interested origin as they strong inclination buy domestic brands prefer certification. In case Ethiopians likely containing flour, packaged sealed can rather paper bag, concentrated iron protein. less willing pay premium even perceive greater utility. processed food implies there opportunity local grow if satisfy expectations. It means business practices promote sustainable livelihoods. Overall, these findings suggest development combat deficiencies country.