Stronger rural-urban linkages are helping the rural supply chain meet the demand of urban areas. Evidence abounds of farmers who have increased their production when connected to growing urban and regional markets (Reardon et al., This is the case of farmers growing teff in Ethiopia, vegetables in Mali or Senegal, or potatoes in Rwanda or of dairy farmers in Kenya. They have invested in soil conservation, added organic matter into their soils, used productivity-enhancing seeds, breeds and fertiliser, as well as irrigation and machines.