This study was initiated to identify the local rice varieties which can be promoted to satisfy the most the urban consumers’ requirements in Benin. Vikrey’s method of second price experimental auction was combined with “Endow-and-upgrade” method to collect data. The results show that the competitiveness of local rice vis-à-vis the most preferred imported rice is low. The most competitive local rice were the nonparboiled IR841, Gambiaca, and Nerica L20. Based on these results, the improved variety “IR841” and the local variety “Gambiaca” are the rice varieties to promote. However, the processing technology and the post-harvest activities need to be improved.