This book using 15 case studies to show how traders can generate demand for farm products and help improve the incomes and livelihoods of rural people. Including case studies from a number of countries including Ethiopia, Lesotho and Ghana in sectors from soybeans, coffee, milk and wool to show how relations have been strengthened between the farmers, traders, wholesalers, processors and retailers in the value chain, it describes how they have built institutions (such as market information systems) and agreed on rules (such as standard weights and quality grades) to enable agricultural markets to function better.