Market Systems

Implementing market-oriented programming facilitating inclusive systems change

Since 1953, MEDA has implemented market-oriented programming facilitating inclusive systems change by identifying levers for market growth while integrating low-income and excluded communities. MEDA has experience applying this strategy in a range of systems, globally: agriculture value chains, small-scale manufacturing, tourism and other economic sectors; financial and investment ecosystems; and business and entrepreneurship environments.

To achieve more inclusive and dynamic market systems, MEDA aims to analyze and understand target communities, sectors and market actors, associated barriers and opportunities, and the approaches that can sustainably shift behaviours and attitudes. This resulting information enables the design, testing and adoption of models that lead to inclusive economic growth for women, men and youth.

In collaboration with local partners and institutions, MEDA designs and executes scalable, replicable business solutions that encourage systemic market change. MEDA has gained decades of experience forging partnerships to create shared value among disconnected market actors while overcoming market failures and social barriers. MEDA emphasizes business models and trading relationships that are profitable and sustainable for all concerned, while considering business interests and economic incentives.

Read more about MEDA’s history

Community Level

At the community level, MEDA collaborates with partners to strengthen the business capacities and competencies of target groups, empowering them to assess business opportunities, participate in growing sectors and engage with all stages This enables communities to be active in the exploration, testing and adoption of new business models, products and services, and market connections. For example, MEDA projects support the growth of aggregation supply chains that link tens of thousands of small-scale producers to more advantageous and sustainable markets.

Market Makers

To stimulate the right economic conditions for small-scale producers, MEDA identifies Market Maker firms that have the potential to both catalyze growth in relevant sectors and to offer greater inclusion of target clients. We build the capacity of these Market Makers through consultative business development activities that improve operational effectiveness, productivity, and market positioning. In addition, we provide or attract finance in the form of challenge grants, concessionary financial mechanisms or investment capital. MEDA facilitates the development of inclusive enterprise and financial ecosystems by bridging the gaps between the private sector and target clients.

Market-Orientation

MEDA’s market-oriented approaches innovate inclusive business models; bolster distribution and market channels; identify sustainable supports and services for improved productivity and marketing; and use finance and smart subsidies to influence actors throughout the market system.

Market Ecosystem Model

MEDA supports three aspects of the market ecosystem:

  1. The services and infrastructure that support firms in the value chain to operate and engage in market transactions
  2. Market-based transactions amongst firms based on incentives and market returns
  3. Formal and informal rules that govern and influence business operations and trading relationships

Examples of MEDA's Work

Tanzania & Uganda

RAPID Banana Project

Kenya

M-SAWA Project

Contact

Jessica Villanueva

Jessica Villanueva

Sr. Director, Technical Areas of Practice

Jessica Villanueva is MEDA’s Senior Director of Technical Areas of Practice with more than 20 years of management experience, focusing on agri-food market systems, financial inclusion, impact investment, and gender and climate lens investment projects in Latin America, Africa, and Asia. Her extensive work experience includes designing and structuring innovative finance transactions using different asset classes and technical assistance approaches to achieve inclusive development outcomes. Her other areas of expertise include providing management, financing, and capacity strengthening to financial institutions, and projects with an emphasis on microfinance, rural finance, and agribusiness.

Before her current role with MEDA, Jessica worked for WWF Peru as Conservation Finance Director, where she supported the provision of green finance in the Amazon region. Before joining WWF, she worked in responsAbility, an impact investment firm that structured investment opportunities in agribusiness to achieve positive social and environmental impacts. Her experience also includes working in the Inter-American Development Bank, where she led and supported project teams that designed loan and technical cooperation projects to finance rural businesses in Latin America.

Jessica is an economist with a master’s degree in finance. She is also a native Spanish speaker and is fluent in English.

Sr. Director, Technical Areas of Practice
jvillanueva@meda.org

Mennonite Economic Development Associates is an international economic development organization that creates business solutions to poverty.

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MEDA International is a Canadian non-share capital not-for-profit corporation incorporated under the Canada Not-for-profit Corporations Act.

Mennonite Economic Development Associates is a 501(c)(3) status non-profit organization in the United States: EIN 23-7398678.
Mennonite Economic Development Associates of Canada is a registered charity in Canada: No. 107 691 057 RR0001.

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