Advice Manual for the Organisation of Collective Marketing Activities by Small-Scale Farmers

This manual is designed to assist the staff of service-providers (SPs) supporting small-scale farming communities to advise farmers on how best to work together to increase the value of the goods they sell using group marketing strategies.

The manual outlines the benefits of collective marketing and the types of strategies that could be used by different types of farming communities in Uganda. It offers a step-by step-guide on how to achieve these aims beginning with suggestions on how to bring groups of farmers together to discuss all the issues involved.

Further guidance is offered on how the group might chose which strategies to adopt depending on their circumstances, the rights and obligations of each member and the practices needed to achieve a successful outcome. These include the use of democratic decision-making systems, the allocation of specific tasks to individual members, accurate record-keeping, the group’s relationship with traders and credit providers, making use of available market information and how to negotiate with produce buyers and input providers.