Abstract: For most of the world’s poorest countries and especially, those in Africa, agriculture continues to offer the leading source of employment and to contribute large fractions of national income. In many of these countries, however, agricultural productivity is extremely low. Maize plays a major role in the livelihood and food security of most smallholder farmers in Ethiopia. Maize is grown in most parts of the country with different productivity potentials. From 1970’s-2014, 30 OPVs and 42 hybrid maize varieties have been released in Ethiopia. These varieties have different yield potentials and adaptability to different agro ecologies. The popularity of these varieties among farmers depends on how best these varieties fit to the farmers conditions and need. Between 2003/04 and 2007/08, the area for maize under the promoted technologies (fertilizer or seed or both) increased from 0.375-0.94 mln. ha, growing at 1.4% annually. The adoption rate of the new technology increased from 42% in 2009-48.5% in 2012 then fell below 47% in 2016. Relatively, improved maize varieties were more popular among households in the high maize potential areas than in the medium and low potential areas.