New, more sophisticated products, quality requirements for taste and food safety, and valorisation of local production : consumer demand in cities in developing countries is changing. Faced with competition from imported products, small family farms and agrifood businesses must differentiate their products on markets by giving them specific characteristics in order to better promote them. To do this, they often use a brand and a visual, but only rarely are they capable of investing in marketing or ensuring the expected level of quality and regularity. These difficulties can be overcome taking a collective approach, while giving producers the possibility to collectively valorise their products. For more than 20 years, GRET has been supporting these approaches : What are the lessons learned ? Which public policies should be implemented to favour these approaches ?