Introducing a pro-vitamin A rich staple crop : analysis of decision making along the orange fleshed sweetpotato value chain in Uganda

This thesis critically examines the determinants of uptake of pro vitamin A-rich sweetpotato along the value chain in Uganda and examines the role of a marketing component in a food biofortification intervention. It is conceptualised within the value chain and adoption decision theory. Using both qualitative and quantitative methods of social investigation, this thesis: i) evaluates the factors that influence producers to grow Orange Fleshed Sweetpotato (OFSP) for sale, ii) assesses the factors influencing trader decisions to sell OFSP, iii) analyses factors determining acceptability and repeat purchase of OFSP by consumers, and iv) evaluates the role of marketing in a biofortification intervention. The thesis identifies both generic and specific factors influencing uptake of OFSP. Generic factors include: access to productive resources; previous experiences in marketing other crops; and importance of the crop. The specific factors were the role of the Reaching End Users (REU) project; the attributes of OFSP; price and profitability; the possibility of selling OFSP vines; and availability of OFSP roots. Six possible roles for marketing in a biofortification programme have been identified. These are: changing the perception of the crop, increasing uptake and adoption, exploring alternative uses, stimulating rural entrepreneurship, increasing availability and creating awareness and demand for the crop. It is recommended that biofortification interventions should have a marketing component, there is need to target mothers and children. Initial market development should focus on small market outlets. It is important to increase availability of OFSP and awareness of its benefits to human health along the value chain. Further research could focus on marketing of other types of biofortified crops, understanding variety specific drivers of OFSP and options for their promotion to specific end-users, developing and dissemination OFSP varieties with longer in-ground storage traits, and understanding the role of informal trade in driving uptake of biofortified crops.