There is a great potential to close the nutrient recycling loop, support a ‘circular economy’ and improve cost recovery within the waste sector and to create viable businesses via the conversion of waste to organic fertilizers. Successful commercialization of waste-based organic fertilizer businesses however largely depends on a sound market. We used a choice experiment to estimate farmers’ willingness-to-pay (WTP) for faecal sludge and municipal solid waste-based (FSM) compost in Kampala, Uganda and considered three attributes—fortification, pelletization and certification. Our results reveal that farmers are willing to pay for FSM compost and place a higher value on a ‘certified’ compost product. They are willing to pay US $0.4 per kg above the current market price for a similar certified product, which is 67 times higher than the cost of providing the attribute. Farmers are willing to pay US $0.127 per kg for ‘pelletized’ FSM compost, which is lower (0.57 times) than the cost of providing the attribute. On the other hand, farmers require US $0.089 per kg as a compensation to use ‘fortified’ FSM compost. We suggest that future FSM compost businesses focus on a ‘certified and pelletized’ FSM product as this product type has the highest production cost–WTP differential and for which future businesses can capture the highest percentage of the consumer surplus. The demand for FSM compost indicates the benefits that can accrue to farmers, businesses and the environment from the recycling of organic waste for agriculture.

A choice experiment was used to assess households’ willingness-to-pay (WTP) for informational attributes (sources of water used to rear fish, and certification) of fish products in Hanoi, Vietnam. The study showed that households’ purchasing decisions are influenced by their access to information of food product attributes and ascribe an economic value to it. The results indicated that households are willing to pay 51% (USD 1.11 per kg) above the prevailing market price of fish for information to know if wastewater is used to rear the fish they consume. Similarly, they are willing to pay 20% above the prevailing market price of fish (USD 0.43 per kg) to know if freshwater is used as a rearing medium. It is important to note that the increased marginal WTP is for information on whether the fish they consume is raised in wastewater over freshwater. This supports the notion of households’ concern over the safety of consuming wastewater-raised fish. Households are also willing to pay 65% (USD 1.42 per kg) above the prevailing market price for certified fish. Based on the cost of fish certification and WTP estimates, we found a total economic benefit of USD 172 million for the implementation of a wastewater-raised fish business model in Hanoi. The demand for wastewater-raised fish is likely to be affected by households’ perception of certification by a trusted government agency, source of water used to raise the fish, age, income and household size.