Innovations in the marketing of agricultural produce: the case of the FASO JIGI cooperative in Mali

Substantial numbers of smallholder co-operatives in Africa fail each year due to their inability to be self-sustaining. Liberalization of Mali‘s cereal sector in the 1990s resulted in transition from a cereal deficit to self-sufficiency. However, problems like credit, poor marketing and low prices hindered real development of the sub-sector. In 1997, the FASO JIGI Cooperative marketing project, a union of cooperatives with regional coverage was set up, focusing on the collective management of cereal marketing, allowing producers a more active role, resulting in better product prices and income stabilisation. Key issues this paper addresses include members‘ attributes and what they derive and contribute to its sustainability. The study involved 250 members and 27 extension officers randomly sampled and data analysed using simple cost calculations, frequencies and percentages. Members‘ active involvement, good social climate, conformity and control, communication patterns, monitoring, indigenous management systems, funds generation, training and regional government support were key sustainability factors.