Aflatoxin contamination in maize and maize products is a major problem in Kenya, especially in the lower eastern part, where crop losses and human fatalities have been reported. Using a pre-tested questionnaire, 480 households were surveyed in the area, which has been identified as a “hotspot” for the lethal Aspergillus flavus strain S. This study aimed to estimate the potential adoption of Aflasafe, a new aflatoxin control technology that is currently being field-tested in Kenya, Burkina Faso and Senegal. The study found an adoption potential of 82%, which suggests that Aflasafe is likely to command a large market in lower eastern Kenya. The main factors that significantly influenced (positively or negatively) farmers’ willingness to pay (WTP) for Aflasafe were: formal education, farmer type, household income, and county of residence in Kenya. The uptake of Aflasafe could be enhanced through extension services and short-term subsidies