Vitamin A deficiency (VAD) remains a pressing health concern, particularly in impoverished developing-country households, notably in Africa. Current strategies to address VAD emphasize a food-based approach, focusing on breeding crops rich in beta-carotene, a Vitamin A precursor. Malawi, through the Department of Agricultural Research Services, developed and released biofortified orange-fleshed sweetpotato (OFSP) varieties rich in pro-vitamin A carotenoids over a decade ago. Despite this, factors influencing the adoption of OFSP varieties in Malawi are inadequately documented. This study was conducted in Kasungu and Mulanje districts with 273 randomly sampled farmers, with the aim of elucidating the impact of farmers’ knowledge on OFSP production, assessing promotional channels that influence adoption, and evaluating smallholder farmer participation in the OFSP market. The data was collected through individual interviews, focus group discussions, and market surveys. The findings reveal that farmers are motivated to cultivate OFSP because of its nutritional benefits. The additional factors that influence their decision include: Vitamin A content, taste, yield, nutrition, maturity, and market demand. The study identifies extension agents as key information channels, despite their infrequent visits. Challenges in marketing OFSP include long distances, poor pricing, market instability, and exploitation by middlemen. Positive influences on market participation include group membership, higher education levels, access to extension services, and attendance at sweet potato demonstration events. The study recommends that sweetpotato breeders should consider farmer-identified factors when developing OFSP varieties to enhance adoption, while government should prioritise the enhancement of road networks and marketing interventions.