if growers are to be rewarded for producing superior quality, to develop parallel supply chains. Using bananas as an example, they compare and contrast the traditional marketing system with the improved marketing system. Through improved communication, growers were better able to meet the needs of downstream market intermediaries. Increased returns come about through superior market knowledge, reduced wastage and improved productivity per unit area. Fundamental to their success however, was the establishment of a grower cooperative which sorted, dehanded, washed, dried and packed the bananas. Collectively, growers have started to implement Good Agricultural Practices (GAP) in the field and Standard Operational Procedures (SOP) in the packing shed. The cooperative provides the farmers with a superior bargaining position which enables them to negotiate a better price and the capacity to borrow the funds to pay the farmers with cash on delivery.