Micronutrient deficiency remains a daunting issue in many parts of the world. Effective interventions are needed to deal with the problem, which should consider production and consumption traditions and trends to improve their success. Parboil rice is a growing staple in Burkina Faso, where micronutrient deficiency remains high. This paper assesses the market feasibility of fortified rice through parboiling using a limited-water soaking method. Our findings suggest that consumers are willing to pay a premium for fortified rice versus conventional parboiled rice after they are informed about the importance of the problem and the potential benefits of fortified rice. A stylized cost analysis also reveals that the cost of producing fortified rice using a limited-water soaking method could exceed the premiums consumers are willing to pay, and therefore that public intervention may be needed to improve
the odds of adoption by consumers. The findings have implication beyond Burkina Faso, and could guide market development in other regions where production and consumption of parboiled rice is well established.