The African Agri Council (AAC) has identified three stages of growth for entrepreneurs and companies in agriculture and agro-processing. Market Support Programme assesses both the entrepreneur and the business to identify their strengths and determine their gaps. The programme has tailor-made solutions for both entrepreneurs and companies depending on their classification.

Entrepreneur assessment

The programme entrepreneur assessment is designed to enhance the efficiency and performance of agribusinesses by identifying the entrepreneur’s skills, strengths and Behavioral Shortcoming Areas (BSA). The assessment will determine the entrepreneur’s entrepreneurial capabilities, creditworthiness as well as provide a roadmap to enhance existing qualities and strengthen performance during early phases of operations resulting in increased competitiveness. The assessment will provide a process that will strengthen and professionalise their sales and distribution network (dealer/ retailers etc.) and out-growers (contract farmers engaged in value chains etc). 

What does the assessment do?

The assessment quantitative measures
– entrepreneurial capabilities and creditworthiness of entrepreneurs.

Identifies Behavioural Shortcoming Areas (BSA) that hinder the necessary behavioural competence that ensures commercial success of entrepreneurs.

Develops appropriate 'Behavioural Modification (Pathways and) Training (BMT)' for entrepreneurs.

Integrates Behavioural KPIs with Business KPIs and develops comprehensive tracking and monitoring mechanisms for improvement of business outcomes.

Company assessment

Stage One - Seed

Seed is stage one where there is an idea that needs to be taken forward. At this stage the company needs to do intensive market research, AAC will conduct workshops where the attendee will participate in an interaction programme where they will be given the tools to conduct market research for their product. 


Stage Two - Sprout


Sprout is stage two of the programme – companies classified in this category need to have ongoing production capacity and access to community and local markets. At this stage the company has been operating for at least a year and wants to increase their reach into the market.


Stage Three - Tree


Tree is stage three of the programme – companies classified in this category need to have been operating for at least three years and have established markets they will have a strong marketing plan and branding and have a social media presence. These companies want to expand their market share and explore new markets.


Entrepreneur Assessment

  • AAC will conduct an entrepreneur assessment to identify the entrepreneur skills, strength and Behavioural Shortcoming Areas (BSA

Structure of the programme 

AAC Membership & Profiling


  • Participants in the programme are required to join the AAC membership

  • Complete a profiling form to confirm commitment to the programme

Company Assessment

  • AAC will conduct a company assessment to identify the business gaps and classify the business into one of three different stages

Brand Building and Marketing

  • Strengthening and professionalizing sales and distribution network

  • Social media branding

  • Value chain integration regional and international

  • Marketing and Sales

  • Shape your company with branding

Mentorship and Coaching

  • Advise producers on farming techniques scientifically verified to result in optimal, high quality yields and proper storage

  • Setting milestones

  • Site visits at company production facilities

  • 2 hours a month consultation

  • Business Coaching

Access to Financial Network

  • Due diligence and creditworthiness processes

  • Access to the Investment Discovery Dashboard

  • Access to the Investment Discovery Sessions

  • Personal introductions to investors in the AAC and partner network

Business Skills Training

  • Branding

  • Social media branding and marketing

  • Marketing and Sales

  • Leadership that fosters team building

  • Costing and pricing

  • Export Business Knowledge

  • Good Manufacturing Practices (GMP’s)

  • Food Safety implementation

  • Productivity Champion Skills

Performance Indicators

  • Monthly reporting tools to programme coordinator and mentor to monitor ongoing performance of the business

  •  Identifying challenges that interventions will correct

  • Identifying successes that deserve recognition

  • Due diligence and creditworthiness process

Market Access Africa (MAA)

  • Participation in Market

  • Access Africa Value Chain
    Connect to connect with
    regional and international
    buyers and value chain

  • Product promotion

  • Regional and international

  • Value Chain Integration 

  • Increase Africa’s agribusinesses
    competitiveness to assist enterprises to meet the challenge of entry in the
    global market and become more productive and competitive

Auditing and


  • Auditing against the international Food Safety Management systems (FSSC 22000; BRC; FSA; OPRO retail; HACCP and Global Gap)

  • Audits for organic, sustainable and fair trade certification

  • GAP assessments to see where organisations fall short

Aggregators and

Buyers Connect

  • Access to aggregators and buyers networks

  • Buyer sessions during inward and outward missions

  • Strengthen performances during the early phases of operations to meet aggregators and buyers criteria

  • Supply Chain Management

Product Development
and Value Add Solutions

  • Product development, product testing for shelf life and nutritional values

  • Set up food safety systems to enable the company to be ready for auditing according to standards required by clients

  • Skills development to improve productivity with efficient and effective resources



  • Increasing yields and reduce reliance on pesticides

  • Training into rural areas using virtual methods

  • Internal audits and audit preparation

  • New technology information

  • Food Safety implementations

  • Digital information on trends

  • Community networking platforms

and Sustainability

  • Business Performance Improvement (BPI), Early Warning Systems (EWS)

  • Implement strategies for best practice: Leadership that fosters teamwork, participation, continuous learning, innovation and flexibility

  • Simultaneous effort to improve quality, speed, cost, safety and morale

  • Implementation of productivity and competitiveness enhancement initiatives, focusing on operational efficiency within exporting or potential export clients

  • Focus on productivity and innovation, value chain efficiency and export market access through clustering of enterprises

Technical and

Management Support

  • How to source buyers

  • Human resources and team building

  • Costing and pricing

  • How to manage customer complaints

  • Testing of produce and products for shelf life and chemical residue

  • How quality is related to business success

  • Managing operations and the value chain