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.