ABSTRACT
This chapter explores market strategies that contribute to community bio-diversity management, for both improved livelihoods and conservation of agricultural biodiversity. It then describes sixteen case studies from the tropical fruit tree (TFT) project that showcase how farming communities can use markets to generate income from local, unique fruit tree species and varieties as an integral part of a community-based on-farm or in situ conservation effort. The chapter also focuses on lessons learned about different types of market strategies to consider when designing value chain development based on natural capital such as agricultural biodiversity. Several value chain development approaches and methods have been applied for biodiversity-based value chains, such as the Marketing Approach to Conserve Agricultural Biodiversity (MACAB), the Participatory Market Chain Approach (PMCA) and Value Chain Development for NUS (VCD-NUS). Finally, the chapter introduces a tool to assess the level of agricultural biodiversity in a value chain, which can guide market interventions and monitor their impact on agricultural biodiversity.
