chapter  8
Keys to Inclusion of Small Farmers in a Modern Vegetable Market: NorminVeggies in the Philippines
BySylvia B. Concepcion, Larry N. Digal, Joan C. Uy
Pages 14

This case depicts the trajectory of NorminVeggies, an association of vegetable farmers in southern Philippines and its experience in accessing dynamic markets. This association developed a cluster-based marketing organization, as well as a marketing arm to improve its access to dynamic markets, particularly fast-food outlets, supermarkets and vegetable processors. While many attempts by small-scale farmers in the Philippines to form marketing cooperatives have failed (Masajo-Manalili 2000), new dynamics now exist where farmers join their production and marketing efforts in order to maintain access to markets.