This study focused on analysing the determinants of farmer participation in direct marketing channels using the case of the cassava sector in the Oyo State of Nigeria. The Bivariate Tobit model was applied in the empirical analysis, based on a primary dataset generated from 400 rural cassava farmers from the Oyo State of Nigeria. The main objective of this study was to analyse the effects of the determinants of farmer decision to either participate in the processor or middlemen marketing channels in the Oyo State of Nigeria.