In these 3 rice producing Sub Divisions, the rice producer organizations working were censured which gave us 9 Producer organi-zations in Menchum valley. From the pro-ducer organizations, individual farmers were randomly selected proportional to the num-ber of members per producer’s organization. This gave a sample size of 126 respondents. The snow ball sampling was used to identify and select the intermediaries such that actors involved in the rice marketing channel iden-tified each other. This technique was used because the population of these actors was not known and difficult to determine at the beginning of this study.