Trees that produce oilseeds have the potential to improve rural livelihoods through the production of vegetable oil for energy and other purposes, as well as valuable co-products, such as animal feed and organic fertilizers. In Kenya, Croton megalocarpus (Croton) is a prolific and widely distributed tree with such potential being currently underutilized. In support of scaling up the promising Croton value chain in Kenya, a choice experiment was designed and conducted as part of a survey with 200 rural households in four counties in the Central region of the country.