Zinc deficiency poses a significant health challenge in Bangladesh, particularly among preschool-aged children and nonpregnant, nonlactating women. To address this issue, the Government of Bangladesh has made efforts since 2013 to promote the cultivation and consumption of zinc-biofortified rice and wheat, given the significant role of rice as a staple food in the country. Despite significant investments in the development and promotion of zinc-biofortified rice in Bangladesh, its adoption among smallholder farmers remains limited. We investigate the underlying reasons for not adopting zinc-biofortified rice by analyzing household-level survey data collected from rice farmers in 39 villages of Faridpur District, Bangladesh. Using descriptive statistics and a multinomial logit model, the analysis identifies four primary self-reported reasons for nonadoption: bad grain quality and low yield; a lack of knowledge about cultivation practices; a lack of awareness of zinc rice; and the unavailability of seeds.