Gari, a popular food in Nigeria, Benin, Togo and Ghana, is a dried semolina made from cassava, which may be more or less fermented. It is high in calories and low in protein, so it is used mainly as a source of energy. All groups of people, especially children, eat it. It is traditionally produced by rural women, and is one of their main sources of income. It is often claimed that the low purchasing power of consumers in West Africa hampers the development of markets for differentiated products. The story of gari in southern Benin illustrates how quality and price are regulated locally. It shows that a quality local staple can fetch a premium price on local markets without any legal protection or public support, and investigates the sustainability of this premium. The small-scale production and processing of gari in southern Benin is intertwined with local socio-cultural networks. This case study highlights gari Missè, a type of gari that is made in a specific way and is unique to a small area. Compared with other types of gari, it is a luxury product; it has high quality and enjoys a strong reputation. Production of gari Missè is efficient and viable because its producers are located close to each other in a specific area.