Due to the challenges faced in potato subsector for instance poor quality planting material as well as pests and diseases, leading to low potato productivity. This has eventually led to high levels of food insecurity in the country. It is against the aforementioned background that CIP implemented a project with an aim of strengthening root and tuber crops contribution to food security. This was done through provision of quality planting materials and training.

The study is guided by the random utility theory and will employ a choice experiment design. Data will be collected using semi structured questionnaires from a random sample of 450 orange-fleshed sweet potato consumers in Homa Bay and Nairobi counties. The analysis will involve a Random Parameter Logit model for the choice experiment and a double bounded logit to assess the consumers’ WTP for a‘sweet potato chapati.’The output of the study will be disseminated as an MSc.