["Agribusiness, EarlyView. ", "\nABSTRACT\nIn developing countries, there have been numerous challenges in ensuring food safety in food systems. Unsafe and poor‐quality foods lead to public health concerns of greater negative consequences. Particularly, the fruits and vegetables consumed raw as a salad are more susceptible to causing foodborne illnesses when contaminated with pathogenic microorganisms. Ensuring safer food entails commitment from all involved in the food systems. However, little is known about how producers perceive the extra costs associated with implementing food safety measures at the farm and market levels in developing countries. Using a nationwide primary survey in Nepal, this study investigates how willing commercial vegetable producers are to invest in food safety. To elicit this information, we employed a bidding experiment among 1052 commercial vegetable growers across 10 districts of seven provinces in Nepal. We assessed growers' willingness to accept (WTA) additional costs for food safety using multiple dichotomous choice questions for bounds and interval regression method. Our model prediction shows a positive WTA of around 13% additional costs in adopting food safety. Results indicate that improving access to credit and financial support, enhancing educational and awareness programs on food safety, efforts on risk management, and appropriate market channels would be key considerations to enhance farmers' investment in food safety.\n"]