Vitamin A deficiency is still a challenge in many African countries, including Tanzania. Survey data were gathered in Tanzania to determine consumers’ risk perceptions of vitamin A deficiency (VAD) and severe visual impairment. A contingent valuation method was used and a choice experiment was conducted to measure willingness to pay (WTP) for biofortified rice, both with and without introducing genetic modification as the mechanism behind increased vitamin A content. The results indicate that the most at-risk groups, such as females and those with lower incomes, tend to underestimate the risk of VAD or do not fully understand the relationship between VAD and severe visual impairment. Furthermore, the respondents strongly preferred and were willing to pay for rice with added nutritional value.