Poonpiriyasup describes how the CP Group, through its vast retail network, is able to engage smallholder farmers in its “Complete Package” programme. CP provides the market and the technology. Participating farmers benefit from a reduction in cost, less risk, increased productivity and a higher net income, providing that they adhere to the production protocols and meet the prerequisite quality standards. To ensure the product is safe, not only for the consumer, but also for the environment and the farmers themselves, produce must be cultivated following GAP.