This article estimates the effect of a fertilizer voucher program on farmer participation in the private fertilizer market in Nigeria. Using a double‐hurdle model (to address corner solution challenges with estimating input demand) and a control function approach (to account for the endogeneity of subsidized fertilizer acquired), the study finds evidence that receiving subsidized fertilizer in Kano, Nigeria increased both the probability and extent of participation in the private fertilizer market. Findings demonstrate that under certain circumstances, e.g., where input dealers’ links to farmer are weak; there could be significant gains from the temporary use of voucher programs to strengthen such links.