This article studies consumer preference for processed traditional and non-traditional grains in Dakar, Senegal. While much attention has focused on substitution between traditional and nontraditional grains, less has shown how consumers make tradeoffs among processed products. Using an exit-interview method and two discrete choice experiments, I obtain marginal values of willingness to pay for processed grains. In this paper, I measure willingness to pay for domestically produced millet, maize, rice, and sorghum. I also measure willingness to pay for a second stage processed millet product. The results of this study show that consumers are willing to pay a premium for domestically produced processed grains, both traditional and non-traditional, save sorghum. Consumers are only willing to pay a positive premium for imported rice. The results also suggest that consumers are willing to pay a premium for fresh and bulk second stage processed millet.
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