In this paper we implement a stated preference experiment to assess wheat farmers’
preferences for and trade-offs between several wheat attributes, including yield, maturity
period, resistance to rust, presence of zinc content, and colour of the roti (flat bread).
Since zinc-biofortified wheat varieties were not available at the time this study was
implemented, we employed the hypothetical choice experiment method. Choice data are
collected from 1116 wheat farmers and analysed using conditional logit models, and
accounting for the differences in the preferences of farmers with different size operations
(marginal, small-scale and medium and large) located in the three key agro-climatic
zones of Punjab. The results of this study are expected aid in the development of zincbiofortified
wheat varieties that are preferred by farmers of different sizes in different
agro-climatic zones, as well as in the design of targeted delivery and marketing
mechanisms for their maximum adoption.