Irish potato is a major global food crop and a key source of food security and income for rural households. In Kenya, it ranks second after maize and is primarily grown by smallholder farmers. Despite its importance, productivity remains low due to limited access to inputs, credit, extension services, modern technologies, and timely market information. Market outlet choice strongly affects farmer profitability, yet many farmers rely on intermediaries who offer lower returns. This study investigated determinants of market outlet selection among 241 smallholder Irish potato farmers in Kinangop sub-county, Nyandarua County, Kenya. Data were collected using a piloted semi-structured questionnaire through cluster sampling. Descriptive statistics were used to profile farmers, while a multivariate probit model analyzed factors influencing the choice among brokers, local markets, urban markets, and contract arrangements. On average, farmers were 46 years old, had 10 years of education, 14 years of farming experience, and cultivated 0.92 acres of potatoes. Male-headed households formed 61%, and 72% of farmers lacked timely market information. Access to extension services (18%), credit (18%), and farmer groups (26%) was limited, though mobile phone ownership was high (85%). The mean distance to markets was 28 km. Market outlet choice was significantly influenced by age, gender, land size, market distance, access to information, credit, extension, phone ownership, and primary household occupation. Most farmers (92.95%) sold through brokers due to convenience, although this reduced returns. Strengthening cooperatives, improving access to non-profit marketing agencies, enhancing rural infrastructure, and expanding extension services could improve market efficiency, reduce exploitation, and enhance income stability.
