Market Systems Interventions: Case Studies From Bangladesh

The USAID Agriculture Value Chain (AVC) project in Bangladesh, implemented by DAI Global, is seeking to change the behavior of the agricultural input distribution system by working through firms that supply inputs and services to smallholder farmers. AVC is doing this by targeting the firms' performance management strategies (through preferred distributor, retailer and farmer/customer mechanisms), strategic alliances and partnerships (forming alliances with distributors, retailers, service providers and farmers), retail expansion (through customer retention and expansion) and other methods. By influencing these behaviors, AVC is able to drive the firms to consider smallholder farmers as a more integral part of their business strategy — as customers procuring agricultural inputs and services. This, in turn, drives more support to farmers through modern retail promotions and customer service strategies adapted to rural, agricultural contexts, such as more information and training being provided to farmers, ultimately creating a more inclusive input supply system.

Agricultural Inputs Supply Market System

This first video is a case study from the AVC project. It is a practical example that shows how encouraging the growth of input supply firms' support to farmers through modern retail promotions and customer service strategies adapted to rural, agricultural contexts can make smallholder farmers a more integrated part of the value chain system.

Agricultural Service Provider Market System

The second video is an innovative example of professionalizing local, rural service providers in order to influence rapid uptake of new technologies and practices by smallholder farmers.