Baobab products provide cash income and supplement diets for local communities living in marginalised, arid and semi-arid regions. However, these products are neglected by research, selectively traded and considered underutilised. This study endeavours to narrow this information gap by analysing the determinants of baobab collectors’ choice of marketing channels in Kenya. A multinomial logit was employed, using a dataset of 268 baobab collectors from three counties. The results show that the majority of baobab collectors sell their baobab pulp through rural markets (assemblers and rural wholesalers), as opposed to urban buyers (urban wholesalers, retailers and processors). Export channels are conspicuously missing from the chain. Human capital and transactional and institutional factors significantly influence the collectors’ choice of marketing channels. The results reveal that building capacity around market development, research and education, road networks and institutional services is essential to create more profitable channels for generating income, enhancing food security and reducing malnutrition.