This paper describes the experience of Fintrac's farm-to-market value chain approach in Honduras, begun in 2000. The case study highlights sustainable, systems-focused technical support for smallholders linked with Wal-Mart (registered as Hortifruti in Honduras) and other buyers. The program relied on such elements on the value chain approach as a market system perspective, recognition of the importance of relationships, and facilitating changes in firm behavior.
