Breeders face the challenging task of tailoring crop varieties to complex consumer preferences shaped through culture and history. The Casamance rice sector in Senegal is an interesting case; while the region is endowed with a 3,000-year-old cultural heritage of African rice domestication, it has...

Reducing Africa's dependence on Asian rice imports requires tailoring local rice products to food markets that are segmented by cultural heritage of ancient rice domestication and colonial heritage of more recent import substitution policies. Using experimental auctions, we examine quality...