Market access through innovation: the case for dried watermelon in Malawi

Farmers in Malawi face the dual challenges of low income and substantial post-harvest losses. Drying fruit offers a viable solution by preserving produce that would otherwise be wasted and allowing farmers to access high-value markets. However, no existing literature examines the demand for dried fruits in Malawi or the profitability of selling them domestically. This study investigates the feasibility of drying watermelon as a value-added product and assesses consumer willingness to pay (WTP) in Lilongwe, Malawi. A multiple price listing mechanism was used to elicit WTP for both solar- and electric-dried watermelon, along with a cost-benefit analysis comparing the two drying methods. The findings indicate that, while dried watermelon is unfamiliar to Malawian consumers, there is considerable demand. According to findings only electric dried watermelon is profitable at mean WTP.