Marketing Linkages
As a market facilitator, or a “chain champion,” is crucial in supporting farmer groups to access profitable markets. We serve as a catalyst for collective action around marketing by providing information and technical assistance as well as building managerial and entrepreneurial capacity of producer groups and Associations. Such a role may even enable the farmers to renegotiate power relations along the value chain by introducing marketing and institutional innovations, which involve redefining roles and objectives, finding new ways to market a product, and accessing sources of funding and training opportunities. In sum, this actor would smooth the processes by which farmer groups overcome barriers to entry, such as low technical and organizational capacity, informational asymmetries, and often financial constraints.
