The study predicts an advantageous food product based on known agro-food processor’s background profile (age, gender, designation, marital status and level of education). One hundred and thirty two Micro and Small Entrepreneurs (MSEs) in Busia and Nairobi Counties were sampled. The study is anchored on theory background as a framework upon which entrepreneur’s abilities to identify opportunity to innovate new food products that increase income, differentiation and market demand are grounded. Primary data was collected using a seven-point Likert Scale questionnaire. The tool measured the MSEs’ gradation in opinion, attitude and behaviour on size, age, registration and how they influence
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