This paper analyzes the integration of coffee producers into potential sustainability-oriented market segments. The analysis is presented through the lens of value chains by mapping the different coffee chains present in a predominantly coffee growing region, Kodagu, district, India as well as the governance structures that influence interactions and strategies for upgrading
The study analyzed the value chain of natural rubber in Nigeria. The study specifically mapped the natural rubber value chain and identify the functions performed by the respondents in the chain; identified the existing marketing channels and estimated the marketing margin at each value addition point. Data for the study were collected using a well-structured questionnaire administered to 425 respondents selected using a two–stage sampling process involving random and purposive sampling techniques