Abstract
The increased opportunities of smallholder farmers for commercial production of native potato varieties have resulted in an interest to support production and use of quality seed tubers of these varieties by the formal sector. In this context, a study was carried out to explore farmer perception of seed quality and the differences with formal expert perceptions of seed quality. It introduces Means-End-Chains methodology as a novel approach in studying farmers’ decision on the use of varieties and seed. Results show that security, health and wellness are important personal values that influence the quality perception of small-scale farmers in Andean highlands. To pursue these values, they look for seed tubers that reflect the variety characteristics in combination with seed quality cues that reflect altitude, soil and low input management. Farmers do not associate these last ones with seed tubers from the formal seed sector.
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