Incorporating the dominant male sterile gene, Ms44, in new maize varieties results in 50% non-pollen producing (FNP) varieties. This makes the varieties more nitrogen efficient and increases yield directly by an average of 200 kg ha−1 across yield levels. However, as half of the plants do not shed pollen, the presence of Ms44 in an FNP variety is clearly visible. This technology can improve food production and security in the African maize-based agri-food systems, but only if accepted by farmers. Farmers were therefore invited to 11 on-farm, researcher managed trial sites of FNP varieties in Kenya over 2 years. They were asked to identify the traits they find important in evaluating maize varieties and to score the FNP varieties, as well as their conventional counterparts, on these criteria (including yield, resistance to pests, and cob size) and overall, using a five-point hedonic scale. In total, 2,697 farmers participated, of which 62% were women. Farmers mentioned many traits they find important, especially yield and related traits, early maturity, and drought resistance, but also tassel and pollen formation. In 2017, mid-season, participants scored FNP varieties lower than conventional varieties on tassel and pollen formation, indicating that farmers could distinguish the trait. FNP varieties still received higher scores for yield and overall evaluation. In mid-season 2018, participants no longer scored FNP varieties lower for pollen formation as they now understood the technology. In both years, at the end-season evaluation, scores for tassel formation were not different, but participants scored FNP varieties higher for yield and overall. We conclude that farmers recognized the FNP trait but did not mind it as they clearly favored its yield advantage. The FNP technology, therefore, has high potential not only to increase maize yields, food production, and food security in the agricultural systems of Africa but also to increase varietal turnover and the adoption of new, high-yielding, climate-smart maize hybrids.