Exploring rice millers preferences in Kenya

Malabayabas, A.J., Rafanomesantzoa, A.S., Bayot, R., Muthoni, L., Connor, M. 2024. Exploring rice millers preferences in Kenya. A Poster presented at the CGIAR Initiative on Market Intelligence WP1-WP2 Workshop, 14-18 October 2024, Harare, Zimbabwe.

The rice milling industry in Kenya has undergone significant advancements, playing a crucial role in the rice value chain. The quality traits of rice varieties, including grain size, shape, color, and moisture content, hold immense influence over the final product's quality, price, and marketability. Consumer preferences and the economic value of rice are influenced by these traits. Understanding millers' preferences related to these traits and associated parameters are crucial for guiding future product design decisions.

The study conducted a cross-sectional survey of 105 rice processors in various regions of Kenya to gather information on rice mill operations, capacity, factors considered during milling, and sourcing practices. The results highlighted the prevalence of the one-step process in rice milling across regions, with the two-step process observed in all areas except Nairobi. The multi-stage milling process was also found to be widespread. The most commonly sourced and milled rice varieties in each region were IR05N221 (Komboka), Basmati 370 and Sindano , reflecting a preference for aromatic varieties. Traits considered during the evaluation of sourced rice varied across provinces, with moisture content and grain dimension as the most common basis. The findings suggest that aligning breeding programs with millers' preferences and including specific traits in product design could enhance the competitiveness of Kenyan rice millers. Moreover, upgrading milling equipment and methods is essential to improve the quality of milled rice in Kenya. Understanding market trends and consumer preferences is also necessary to align rice production with market needs.