For many small farmers in Jordan, growing a good crop is only half the challenge. Selling it at a fair price is the other half. Most of them work alone, with little access to market information and few links to buyers, so they often have no choice but to accept whatever price traders offer.

To address this, ECO Consult organised four Market Network Sessions under the GrowEconomy project. The events were held in Ajloun, Irbid, Balqa and Madaba between 29 March and 1 April 2026, and brought 428 small farmers together with large farmers, restaurants, food processors, retailers and agri-tourism businesses. Of the participating farmers, 180 were women, and more than half were Syrian refugees.

Preparation began well before the events. ECO Consult surveyed farmers on their production and market challenges and mapped the needs of buyers. It also worked with a legal firm to develop a standard Memorandum of Understanding that protects both sides against seasonal gaps and price swings. In addition, 108 farmers received full branding packages, including logos, packaging designs, business cards, professional photography and social media pages, so they could present their produce with confidence.

At each event, farmers displayed their produce, took part in structured matchmaking with buyers and attended a practical marketing session. Experienced large farmers shared their own journeys and gave participants a clear picture of what buyers expect in quality, consistency and pricing.

The results exceeded expectations. Twelve market actors signed 144 agreements with small farmers, well above the target of 100. In Madaba, strawberries were in high demand, and major hotel and restaurant suppliers signed agreements to source directly from small growers. In Irbid, eggplant farmers secured deals with restaurants, a food manufacturer and a large farmer. The farmers themselves also began exchanging contacts and discussing joint production and shared market access.

"It was a full day of exchanging useful experiences and knowledge," one participating farmer said. "God willing, this will be the start of a fruitful cooperation that helps develop our agricultural projects."

The sessions showed that when small farmers are prepared, well presented and connected directly to buyers, they can build lasting commercial partnerships and move from informal sales into formal markets.