Industry actors need to broaden and expand on Good Agricultural Practices’ (GAP) agronomic perspective (e.g. “how to grow”) to include a business case orientation centered on specific markets. Fundamentally, adopting GAP is a business investment decision that includes optimizing additional revenue and risk-based decisioning making by smallholder farmers. In order to adequately address these factors, it is necessary to:

1. Emphasize the market context, not only the agronomic and growing practices;
2. Adopt a customer centric perspective that treats smallholder farmer segments differently; and
3. Adopt a business orientation to promote the business case and the value proposition.