Contribution Of Pmca To The Marketing Of Native Potato Varieties In The Andes

The participatory market chain approach (PMCA) is a methodology that has contributed significantly to positioning the native potato varieties in urban markets in Andean countries. By calling and articulating different stakeholders of the potato market chain, it has been possible to introduce fresh tubers and colored chips of native potato varieties in urban markets of Lima, La Paz, Cochabamba, Santa Cruz and Riobamba, with commercial brands and different presentations. It can be concluded that these products owe their visibility to collective action by PMCA participants. By interacting and cooperating in the PMCA process, that favors trust and learning, these participants have worked together towards concrete objectives. The experience shows that PMCA applications are not only limited to identifying business opportunities and tapping into them. They also generate stakeholder platforms. These platforms serve as coordinating instances where stakeholders can continue interacting for the benefit of small scale farmers.