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Rice is the main staple for more than half of the world’s population. In Ghana, rice is the fastest growing food commodity, and it is consumed by almost every household. However, yields continue to be low, as the pace of adoption of new varieties is low. The low rate of adoption has been attributed to failure of modern breeding to incorporate preferred traits for end users. This study thus employed an innovative set of breeding tools, the G+ tools, in identifying gendered trait preferences to develop a robust product profile through a mixed-method approach. The assertion that “men focus more on production and marketing related traits as women focus on production and cooking qualities†was also ascertained. Descriptive, inferential and content analyses were conducted, and the results indicate ecological differences in varietal choices. Production and marketing traits are jointly preferred by the gender groups. However, women and young women paid attention to post-harvest and cooking quality traits. The gender impact scores generated indicated there are tradeoffs in the traits preferred. These findings highlight the significance of recognizing geographical differences and gender heterogeneity in relation to varietal and trait preferences. In conclusion, the outcomes emphasize the necessity of gender-sensitive breeding work that considers the various needs and trait priorities of targeted men and women rice farmers in breeding decisions for a robust rice product profile.
