More than ever, consumers in the west are linked with producers in Africa through their product purchases. This trend is likely to increase as retailers in Europe and the United States look more to small scale farmers in developing nations as environmentally sustainable sources of food supply.
When they do, these retailers require high standards of quality, timely delivery and, in some cases, certified sustainability, such as the Rainforest Alliance seal. But small-scale farmers – the 500 million farmers who have less than two hectares of land – can struggle to meet these demands. They are often marginalised, both geographically and socio-economically. They tend not to have the seeds, fertiliser or capital they need to sell into more demanding retail markets.
Although both smallholders and retailers can benefit from trade with each other, their two different worlds can seem difficult to reconcile. For the past four years, my colleagues and I at the International Institute for Environment and Development have been trying to understand how innovations to business models could bridge this gap.
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