A customer centric lens for good agricultural practices

Date

2019-09

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Abstract

Adaptive Good Agricultural Practices (GAP) requires buyers and implementers to take a customer-centric approach. This paper advocates understanding the underlying incentives for farmers and the fundamental business decisions faced by smallholders, identifying the most appropriate practices, and identifying potential pathways for adopting and maintaining GAP. Industry actors promoting GAP need to empathize with the smallholder business case and demonstrate how the smallholder will be better off by implementing GAP. The study identifies pathways for appropriate practices by “segmenting” demographic characteristics, farming behaviour, markets, production costs, and social factors such as inclusion or discrimination.

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Keywords

AGRONOMY, SMALLHOLDERS, AGRICULTURAL INNOVATION, AGRICULTURAL CREDIT, RURAL ECONOMY, FINANCIAL SERVICES, FARMER ASSOCIATIONS, EXTENSION SERVICES, GLOBAL SOUTH

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