Individuals do not always make decisions according to traditional economic rationality; instead, behavioral factors such as perceptions, information, and aspirations shape how they value and adopt new technologies. We present 3 examples of how these factors influence farmer acceptance and valuation of agricultural-nutrition interventions, specifically iron- and zinc-biofortified beans and vitamin A biofortified maize seeds in Zimbabwe. First, we examine how experimental quantity design affects farmers’ willingness-to-pay (WTP) for biofortified bean seeds. Second, we evaluate how nutrition information and farmer aspirations influence demand for biofortified bean seeds. Finally, we examine how different types and combinations of information—including labeling, vitamin A deficiency and its health impacts, the nutritional benefits of vitamin A-biofortified maize, and cooking-quality attributes such as taste and cooking time—influence farmers’ WTP for vitamin A biofortified maize seed.