SUMMARY: Practical example of supporting the growth of input supply firms to drive support to farmers through modern retail promotions and customer service strategies, adapted to rural, agricultural contexts. Case study from USAID’s Agriculture Value Chain (AVC) project in Bangladesh.
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DESCRIPTION: Market systems interventions often aim to change the behavior of agricultural input distribution system (including input suppliers, and their dealers and retailers), in order to support the input distribution system to grow in a way that improves the situation of smallholder farmers. The USAID Agriculture Value Chain (AVC) project in Bangladesh is working to change the behavior of 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), etc. 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. Tags: Video, Agriculture, Input Supply, Bangladesh, AVC, USAID, Mike Field, Inclusive, Market Systems
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