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Over 70% of the postharvest losses occur at the farm level. Efforts to curb postharvest losses (PHLs) have to target farmers' practices and innovations. A survey of 150 farmers complemented by focus group discussions was conducted in Eastern Uganda to establish why farmers engage in practices that sustain high PHLs in rice. Farmers are aware of the extent and nature of PHLs but most cannot use the practices and technologies recommended due to high costs involved, lack of knowledge and skills required, or inappropriateness to farmers' context. Rather than promoting such technologies, a starting point is to engage with farmers to change mindsets and adapt their practices to innovate. Market incentives like significant price differentiation for quality are critical to accelerate the change in practices and innovations for reduction PHLs. [ABSTRACT FROM AUTHOR]