The programme targets provincial agricultural extension officers, representatives from local agricultural technical stations, cooperative members and farmers from Muong Bu and Mai Son communes.

At the conference, participants learn about the Viet-SHEP (Smallholder Horticulture Empowerment and Promotion) approach developed by the Japan International Cooperation Agency (JICA). The initiative aims to shift the mindset from “grow and sell” to “grow to sell,” enabling small-scale farmers to boost incomes by aligning production with consumer demand.

In addition to market access, cooperative members and farmers receive in-depth training on trade linkages, brand building, product promotion, and fostering sustainable production partnerships between businesses and producers.

The training equips participants with the knowledge and skills needed to access agricultural markets and organise effective trade activities. This enables them to proactively develop production, business, and distribution plans, ensuring stable sales and enhancing the value of agricultural products.