Consumer Willingness to Pay for Chicken Meat Derived from Chicken Fed on Insect-based feed in Kenya

Poultry production in Kenya is faced by a major hindrance of feed deficiency, especially protein source. This has resulted in less supply of poultry products which does not match the current growing consumer demand for poultry meat. The growing demand owes to consumer preferences switch from red meat to white meat, population growth and urbanization among other factors. Different protein sources used in poultry production in Kenya include fish fillets and soya which compete with human consumption. Due to competing needs and pricy feeds there has been less protein source for poultry production in Kenya.In order to upsurge poultry production in Kenya, there is a need to increase protein source and this can be met via different options, one being the introduction of new protein source such as insect-based feed. Commercial rearing of insects as feed for poultry production is presently going on at International Center for Insect Physiology and Ecology (ICIPE) through Improving Livelihoods by Increasing Livestock Production in Africa (ILIPA) project. The project is expected to ensure continued supply of insect-based feed which is affordable. However, before the dissemination of the feed to poultry producers as an alternative protein source, there is a need to know consumer preference and WTP for poultry products derived from insect-based feed.This study reports finding on consumer WTP for chicken meat derived from chicken fed on insect-based feed in Kenya. The specific objectives were; to assess consumer preferences for chicken meat derived from chicken fed on insect-based feed; to assess consumer awareness of insects as feed; to estimate WTP value for chicken meat and assess factors influencing consumer WTP for chicken meat derived from chicken fed on insect-based feed. In the current study,poultry meat was represented by chicken meat which provides 72 percent of the total poultry products produced in Kenya. Six hundred and fifty consumers of chicken meat were interviewed in Kenya in different chosen counties.The study found that half of the consumers were aware that insects are feed for chicken. Most consumers surveyed (68 percent) preferred white meat to red meat. White meat was most preferred because majority of consumers (78 percent) attached nutrition value to it. Almost all consumers, 93 percent, were willing to pay for chicken meat fed on insects as protein source.Consumers who were not willing to pay expressed that the meat was not fit for their health as they perceived some of the insects such black solder fliers and housefly maggots as dirty and unhygienic. In all the study sites consumers were willing to pay a mean amount of KShs. 537.50 per one kg of chicken meat derived from insect-based feed. Consumers in Uasin Gishu had the highest mean amount for WTP of KShs. 605.60, followed by Nyeri County consumers’ WTP which was KShs. 505.60. Kakamega County mean WTP price came third at KShs. 473.66 and the least amount was recorded in Kiambu County (460.85). The WTP mean amount differed for the four counties because each county had a different market price for chicken meat. Factors that influenced consumer WTP were consumer’s income, consumer preference for chicken meat derived from insect-based feed, crickets as a preferred insect type, black solder fly as a preferred insect type, consumer awareness of black solder fly and cricket, supermarket as a preferred market outlet education level and age. Factors such household size and gender were not significant.