This article describes the use of experimental auctions to determine the consumers’ willingness-to-pay for different rice products in 11 different African markets. The difference between the willingness-to-pay price and the market price gives an indication of the consumer surplus. The experimental results suggest that domestic rice can compete with imported rice in urban markets if its intrinsic and extrinsic quality attributes are better tailored to urban consumer preferences. This is important for policy makers who are currently implementing ambitious national rice development strategies throughout Africa.