Adoption of improved seed is the major pull factor of the seed value chain. Especially trust is an important element of the adoption decision. The aim of the study is to assess ways to manage trust. By using survey data from Malawi to elicit the role of trust in the decision making process of farmers to adopt improved seed. We use these data in a dynamic simulation model to assess the historical seed adoption pattern in Malawi and to assess branding as a policy measure to manage the trust stock. We find that branding has been contributing to seed adoption in Malawi and our analysis confirms that it can further stimulate demand in combination with strategies of pricing and new product supply.
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