Market Linkage

We bring new sources to companies that are willing to think differently about sourcing policies and provide a network of contacts to help SME’s break into new markets.  We have worked extensively with retailers and small holder farmers in the conversion from push to pull markets by selection, training and translation of the global requirements in relation to the environment, workers, farmers or communities whereby enabling access to the global market place and getting product from the fields to the shelves.

Kenya & Uganda: Project Nurture  

The Coca-­Cola Company, TechnoServe and the Bill & Melinda Gates Foundation launched Project Nurture in January 2010. This four year, $11.5 million partnership program is designed to enable more than 50,000 smallholder fruit farmers in Kenya and Uganda to double their income by 2014. The program works with mango and passion fruit farmers in select areas to enable them to grow their incomes by improving the productivity and competitiveness of their fruit. It also links them to new markets,  such as locally produced juices, as well as fresh domestic and fresh export markets.

WVB Consulting work with the commercial fresh fruit aspect of the project advising on sales with non-coke partners, leading the commercial export initiatives. New markets in the Middle East and EU have been opened for the small farmers in both juice and fresh fruit in the last two years. In 2014 yellow passion fruit produced by Kenyan small holder farmers was launched with a major UK retailer.


Ethiopia: EHPEA benchmarking and development

This DFID/FRICH funded project with Marks and Spencer aims to take the current Ethiopian Horticultural Producers Export Association code of practice and upgrade it. Applying for formal benchmarking recognition to the GlobalGap agricultural standard will allow EHPEA code to be formally recognised by EU retailers as equivalent and will enable direct export. Upgrading the code to bring it in line with the Ethical Trade Initiative (ETI) Base code will allow formal benchmarking to GSCP (Global Social Compliance Program) for the same purpose of enabling export. We managed the standard upgrades and benchmarking process and assisting in the day to day communications in managing this project.


Kenya: Kenyan smallholders produced flowers with sustainable credentials

A pilot project for the New Business Models for Sustainable Trading Relationships program. The aim  of the pilot was to identify the characteristics of business models and trading relationships that allowed smallholders growing high-value agricultural products to access modern retail markets. This Gates Foundation, IIED and the Sustainable Food Lab funded project worked with Wilmar Agro Limited who agreed to pilot a new business model for supplying US and UK retailers with Kenyan smallholder flowers.

WVB Consulting designed and managed all commercial, technical and logistical pilots for the project with ASDA & Walmart and their commercial partners/packers. The Kenyan smallholder flower growers became the first Rainforest Alliance Certified flower farmers in Africa allowing ASDA UK & Walmart US to market the flowers with sustainable credentials.

Successfully linking markets

Linking markets process flow


Bill and Melinda Gates Foundation


Rainforest Alliance


The Ethical Agent: fresh flowers in Kenya

The role of ethical agents: fresh flowers Kenya