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1 Department of Agricultural Economics and Farm Management, University of Ilorin, Nigeria 2 General Management Division, Agricultural Development Management Department, Agricultural and Rural Management Training Institute (ARMTI) Ilorin, Nigeria 3 Agricultural Finance and Rural Credit Division, Agricultural Development Management Department, ARMTI Ilorin, Nigeria ABSTRACT. This study seeks to assess consumers’ awareness, acceptability and willingness to pay for orange flesh sweet potato (OFSP) in Kwara State, Nigeria. Primary data, which was collected with the aid of a structured questionnaire, was used for the study. A three stage sampling procedure was used to select the respondents for the study. A total of 240 households were used for the study. The data collected were analyzed using descriptive statistics, contingent valuation method, logistic regression model and Likert-type scale. Result of analysis revealed 65% of the respondents were aware of the health benefits of OFSP, 89.3% of the consumers were most willing to pay above the bid amount for OFSP in the study area. Also, willingness of consumers to pay for OFSP is significantly affected by age of household head, household size, education of household head, bid amount and awareness of the health benefits of OFSP. The constraints to the consumption of orange flesh sweet potato include scarcity of OFSP, technicality of preparation, perishability and the cost of OFSP. The study therefore recommended that the benefits of OFSP over its indigenous counterpart should be more publicized through research institutes, extension agencies, health workers, NGOs and media for the populace to be more aware, which will enhance consumption in order to alleviate vitamin a micronutrients deficiency. Also, OFSP should be made available at reasonable prices, given that bid amount could dissuade consumers who are interested.

SENSORY EVALUATION AND WILLINGNESS TO PAY FOR ORANGE FLESH SWEET POTATO