Analysis of Rice Marketing Channels Choices in Mwea Irrigation Scheme, Kirinyaga County, Kenya

The National Rice Development Strategy in (Kenya vision 2030) aims to improve food security, rural employment, and income for smallholder farmers in the Mwea irrigation scheme (MIS) through planned and intentional efforts. A study was conducted to identify major influences in choosing market avenues among rice farmers. The study used a sample size of 384 small-scale rice farmers to analyze the different rice marketing channels used in MIS, and to understand the factors that influence farmers’ choices of marketing channels. A pretested semi-structured questionnaire was used for data collection. Descriptive statistics were used to characterize the marketing channels, multinomial logit model was used to evaluate channel choices. The marketing channels were Channel 1: Farmer-Consumer (0.3%); Channel 2: Farmer-Brokers-Millers-Consumer (51.1%); Channel 3: Farmer-Brokers-Millers- Retailer-Consumer (42.3%); Channel 4: Farmer- Millers-Retailer-Consumer (62.72%) and Channel 5: Farmer- Millers- Wholesaler-Retailer-Consumer (37.28%). The most profitable channel was direct sales to consumers, which accounted for only 0.3% of total rice production in MIS. The study also found that factors such as education level, participation in marketing groups, distance to market, and age of the household head significantly influenced farmers’ choice of marketing channels. The study is critical in enriching literature on rice agricultural supply chains in Kenya. The study recommends policy considerations to protect small-scale farmers from exploitative brokers and suggests registering brokers to monitor their activities and set standards for fair practices, with the goal of regulating their activities to prevent exploitation of small-scale farmers in rice marketing.