Inclusive innovation in agricultural value chains: Lessons from the Participatory Market Chain Approach

Originally used in the Andes in the 2000s, PMCA triggered innovation processes in Peru that led to impressive product development and market sales for several native potato varieties that were largely unknown among consumers.

The virtue of PMCA is that it works directly with stakeholders to understand and learn the needs and challenges of all actors along a value chain, from farmers to sellers and from marketers to families.