Feeding the world's growing population has become a global issue due to climate change, which has resulted in low agricultural productivity. Although an attempt has been made to feed this growing population by introducing improved agricultural technologies that boost productivity, the sustainability of these technologies is not promising as farmers insist to use traditional method of production. The study was conducted in the districts of Gololcha and Shanana Kolu to investigate the on-farm potentials of Melkam, Tilahun, and Argiti varieties. Melkam had a higher grain yield (3628 kg/ha) than Argiti (3234 kg/ha), Tilahun (3050 kg/ha), and the districts average sorghum productivity (2320 kg/ha). The mean yield comparison results of yield performances revealed a significant difference (p0.05). Melkam variety had the highest net benefit of 97,432 ETB. The higher gross margin (97,432 ETB per hectare) was received from Melkam with marginal benefit advantage of 57,306 ETB over the local, Argiti (44,698) and Tilahun (38,810 ETB) per hectare. The mean weight score of the selected traits revealed that grain yield and injera-making quality were the top priorities for women farmers, while grain yield and earliness were the top priorities for men farmers. The preference of the men and women found to be different which indicates considering gender needs during scaling of technologies. As a result, it is recommended that Melkam variety to be scaled up with the recommended production practices in the study areas and areas with similar agroecology to improve production and farmers' income.