Objective: To evaluate the potential of products made out of underutilized fruits and vegetables for closing seasonal nutritional gaps among rural and urban consumers in East Africa. Design: The multinational analysis combines sensory testing and experimental auctions to assess consumers’ perceptions and willingness to pay for six different fruit and vegetable products. Setting: Open markets in rural and urban areas in Kenya, Tanzania, and Uganda. Participants: There were 939 male and female adults who were at least 18 years old. Results: Tobit models for each product show that besides sensory perception, similar sociodemographic characteristics influence consumers’ willingness to pay for these products in all three countries. The products are especially liked among younger, male, and urban consumers. Conclusion: We conclude that there is demand and a market for processed fruit and vegetable products based on indigenous raw material in East Africa. The products, thus, have promising potential to improve nutrition, especially during off-season conditions when access to fresh produce is limited.

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