Smallholder farmer market segmentation toolkit

The SI was asked to compile a comprehensive overview of the ‘Smallholder Market Segmentation’ project undertaken by the Southern Africa Food Lab and the National Agricultural Marketing Council. The main focus was a guide on how to use the questionnaires, how to collect data and how to produce a ‘Farmer Profile’ - a qualitative picture of the ‘average’ smallholder farmer in a particular area. The overall aim of segmenting smallholders in this way is to be able to provide the most appropriate support, advice and services to smallholders.

SI Team: Candice Kelly


Southern Africa Food Lab
Sustainable Food Systems

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