Market Outlet Choices and Value Chain Dynamics of Potato Farming in Senan Woreda, Amhara Region, Ethiopia

Ethiopia's agricultural sector is crucial; potato (Solanum tuberosum L.) is recognized as a strategic food security crop, especially in the highlands, where its yield supports many smallholder farmers. This study generally analyzes the potato value chain and determinants of market outlet choice in Senan Woreda, Amhara Region, where potato is a significant agricultural product and specifically it shows map of potato value chain, opportunity and constraints of potato value chain actors and analyses the factor affecting outlet choice decision of farmers. The research employs a cross-sectional survey with a mixed-method approach to identify the factors that affect market outlet choices among producers. The multistage sampling was used in this study. The primary data for this study was collected from systematically selected 351 potato producers, randomly selected 52 trader and 32 consumers. The study identifies geographical advantages, supportive policies, market demand, and technological advancements as key opportunities for potato production and marketing. Despite its potential, challenges such as insufficient market information, poor input quality, and fluctuating prices hinder production and sales for smallholder farmers. The multivariate probit finding showed that credit, distance to the nearest market, extension frequency, farm experience, the amount of potatoes supplied, access to transportation and education level affected farmer outlet choice decision significantly. The study underscores the necessity of improved infrastructure and supportive policies to enhance potato production and marketing. The study recommends that expanding road networks, increasing access to financial resources and enhancing extension services is essential to optimize market outlet choice decisions for producers.