Collective marketing in five districts of Indonesia Indonesia Peasants Alliance (API) is a national level farmer organisation representing member’s organisation from 14 provinces and 37 districts. API in its strategic plan 2009-2013 has described some strategic issues to approach principally at marketing level: Farmers have a weak negotiation position in the market chain; there is no influence on farmers’ productivity and there is a lack of capacities to assess community needs around sales management and postponing sales. These issues are part of the objectives of this project proposal for the coming three years (2011-2013).

The project will be executed in five districts of Indonesia (Lumajang District of East Java Province; Boyolali District of Central Java Province, Cianjur District of West Java Province, Batanghari District of Jambi Province, and Banggai District of Central Sulawesi Province) in each district one organisation was elected which produces a specific agricultural product. The products are: banana, organic rice, cassava, cacao and duku. 

The projects will address the following issues per product: organize the production (intensification of the crops, post harvest processing, internal control, standard control and quality). Establish agricultural business units (cooperatives) in each district (five units in total), training in marketing chain management, training at national level in negotiation and advocacy regarding production value chain and access to the market.  Exchange activities amount API members. In the project it is expected to establish a semi-autonomous women’s organisation.

API’s aims to achieve the following objectives by 2013:
1.	To increase the members’ income by promoting collective marketing and organization strengthening.  
2.	To establish peasant organizations that have a powerful bargaining position in every commodity chain they develop, and  
3.	To enable the members to share their knowledge and experience regarding collective marketing and the organisation strengthening.

The outcomes of the project are:
1.	The identification of organization profiles and potential resources of the peasants in the five targeted program locations.
2.	The increase of quality, quantity and continuity of the products that meet the market demand/conditions required by the buyers (quality control).
3.	The establishment of the collective business units that function as the organizations of collective marketing, complying with business ethics and  able to cooperate professionally with the buyers.
4.	The peasant organizations have capabilities to effectively negotiate the interests of producers, negotiate with the government, private sectors, financial institutions and stakeholders related to the agricultural business.
5.	The running of learning centres, resources sharing and development of production value chains aimed for by the peasant organizations.
6.	The increase of women capacity to take significant roles in peasant organizations and production chains.
7.	The increase of API’s organizational capacities to run the program management effectively with a target-result orientation.

API’s aims to achieve the following objectives by 2013:
1. To increase the members’ income by promoting collective marketing and organization strengthening.
2. To establish peasant organizations that have a powerful bargaining position in every commodity chain they develop, and
3. To enable the members to share their knowledge and experience regarding collective marketing and the organisation strengthening.