a common marketing plan for a particular product (or set of products) for an identified market. Designated lead farmers act as quality managers and coaches to assist the smallholder farmers in the production and marketing of quality vegetables. Through the clustering strategy, the core values of interdependence, responsibility, commitment and trust are emphasized among all the producers. It is understood that when a farmer is taken into a cluster, he or she is under a strong obligation to work with the group. Failure to meet this expectation can result in the grower being expelled from the cluster.