On October 23rd, 2014, we updated our
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Two farmers are in the forest harvesting some special fruit…
A collecting trader comes to the forest…
The collecting trader bargains hard – A low price is what the farmers get!
The collecting trader sells the fruits to the wholesaler
The wholesaler is not happy and gives a low price again!
The wholesaler arrives at the shop in town – the shopkeeper inspects the durians
A customer arrives
The customer inspects the durians
The shopkeeper asks which type she wants…
The shop keeper calls the wholesaler
The wholesaler calls the collecting trader
The collecting trader meets the farmers
The farmers are puzzled - Then the wholesaler calls
I have an idea says the collecting trader
The farmers agree and go deep into the forest...
The farmers show the fruit to the shopkeeper
So people - I hope you enjoyed, but what did you learn...
We put three key messages about marketing and value chains in this play, did you capture them...
Find the guidelines and answers at
- Pearlycia Brooke as farmer (Dep. of Agriculture, Sarawak)
- Termizi as farmer (Dep. of Agriculture, Sarawak)
- Hafizul Bin Husin as collecting trader (Dep. of Agriculture, Putrajaya)
- Shariah Binti Umar as wholesaler (Dep. of Agriculture, Sarawak)
- Hugo Lamers as shopkeeper (Bioversity International)
- Faridah Aini Binti Muhammad as customer (Dep. of Agriculture, Putrajaya)
- Bungai village, Bekenu district, Miri, Sarawak, Malaysia, Nov 2013
participatory value chain development
Adapted from the Participatory Market Chain Approach
Associate Scientist socio-economics and marketing
In collaboration with Department of Agriculture in Malaysia