This guide is the latest output of the IPMS Ethiopia project. Authored by Berhanu Gebremedhin, Samson Jemaneh, Dirk Hoekstra and Ponniah Anandajayasekeram, it helps raise awareness about the importance of market-oriented extension and ways to build capacities to provide this service among those who work directly with farmers and their organizations, and small-scale rural enterprises. The target audiences of this guide are those development agents working directly with farmers at field level. Regional and federal level agricultural experts, and program leaders of development projects may also find the guide useful for training or program planning.
The guide has three major objectives. One, introducing the concept of market-oriented extension and the roles and functions of the market-oriented extension agent aimed at creating awareness on the role and importance of market-oriented extension; Two, enhancing the understanding of the extension staff about the basic concepts involved in market-oriented production, agricultural marketing and value chains is aimed at. And three, equipping the extension officer with tools and methods of providing market-oriented extension to farmers and their organizations, and small-scale rural enterprises. These include promoting business development planning and budgeting, supplying market information, facilitating linkage of farmers with markets, and promoting collective action for marketing
The guide is divided into two parts. Part one deals with the nature of agricultural extension services for market-oriented development, the roles and functions of market-oriented extension agent, and basic concepts involved in agricultural marketing and value chains. Part two deals with business plan development and budgeting, supply of market-oriented extension, linking farmers with markets, and promotion of collective action for marketing.