Markets have been identified as key institutions for driving economic transformation because it is at the market that value is directly attached to the production. Whilst this may be the reality, the productivity of smallholder farmers and their ability to compete in the commodity markets, known for an emphasis on quality and quantity, have been, and continue to be, a daunting task for smallholder farmers. This paper seeks to analyse the impact of working rural marketing initiatives for smallholder farmers is important for Africa.