New crop varieties often have been promoted in developing countries based upon superior yield vis-a-vis locally available varieties. This research presents a hedonic price model for upland rice by drawing upon the input characteristics and consumer good characteristics model literature. Model specification tests determine that a combination of production and consumption characteristics best explains the willingness to pay for new upland rice varieties. The household model specification determined that five traits explain the willingness to pay for new rice varieties: plant cycle length, plant height, grain colour, elongation/swelling and tenderness. Yield was not a significant explanatory variable of the willingness to pay for seed. The implications of this model are two-fold. First, varietal development and promotion must include post-harvest characteristics in addition to production traits when determining which varieties to promote for official release. Secondly, non-yield production characteristics such as plant height and cycle length are significant factors in producer's assessments of the value of a new variety. Overall, this paper provides an alternative explanation for limited adoption of modern upland rice varieties in West Africa: varietal evaluation programs have focused too narrowly on yield evaluation and have not promoted varieties with superior non-yield characteristics than locally available varieties.