How to. Facilitating business to business (B2B) relationships

This guide looks at building commercial relationships between farmers, buyers, input retailers and other value chain actors.

It focuses on Cambodia and the Cambodia Horticulture Advancing Income and Nutrition (CHAIN) programme aimed at strengthening the inclusion of poor people in the market to secure better access to agricultural goods and services and higher incomes.

This guide is a collection of tools, principles, practices and approaches developed during CHAIN's implementation. It also provides short case studies from different actors.

To use the B2B approach, a seven-step method was developed that involves gathering and analysing market information, holding planning meetings with farmer groups, familiarising farmers with the operations of wet markets and other distribution and retail outlets, and helping them to make business plans with other market actors. These B2B methods were combined with other CHAIN interventions to achieve programme goals.