Effective marketing increases production by allowing actors in the agricultural innovation system to benefit from economies of scale. Highly competitive markets arise from collaboration and articulation between value chain actors (Triomphe et al., 2014b). Markets often lead to longer supply chains, leading to added value in shelf life and handling at the food processing stage rather than during production (Klerkx et al., 2012b). . It provides not only market price information systems, but also analytical information on market information and the ability to use it. It is certain that market-driven agricultural development relies more on the interaction between stakeholders in the value chain. Most agricultural production is integrated into value chains with downstream and upstream marketing links with input supply (Triomphe et al..,