Whether small or large, farmers in developing countries face tough challenges. Agriculture remains the best opportunity for the small holder households to enhance income and support livelihood. For many commodities, most of the value added is captured by agribusinesses in importing developed countries. Linking farmers and farmer groups by guiding them to understand the demand, requirement of food safety, network of market, and market intelligence to take informed decision is prerequisite to strengthen the linkages with markets. To bring this transformation, marketing as a function of management needs to guide the flow of produce from farm to market through the flow of information, so as to fulfill the demand in a way that results is optimization of cost and maximization of value realization.
These efforts need to be complemented by promoting mechanism to do market analysis, certification and strategies to strengthen local business development and support aggregation models to scale the economy of the community or Local Government.
The goal in linking farmers to market is to invest in ways that enable farmers or group of farmers to access market that match their capacities, production, investment and risk profiles.