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Farm to Market Alliance (FtMA) works through a demand-led approach to sustainably improve farmer livelihoods and develop commercial viability of players in the value chain. FtMA promotes the growth of viable smallholder farmers through strategic partnerships that encourage investments into crop value chains. FtMA coordinates the agricultural ecosystem, co-innovates products, services and provides digitally enabled informational management to overcome critical value chain bottlenecks in smallholder crop markets. , FtMA has been active since 2015, delivering a full set of services through a network of Farmer Service Centres (FSCs). It provides these centres with access to essential value chain services that are currently not offered by other players in the country.