Integrating ICT for Enhanced Maize Market Access: A Business Model for Storage and e-Marketing in Char Land

Abstract

Aims: This paper puts forth the idea of MaizeConnect—a business model centred on information and communication technology (ICT) to improve a lot of rural maize farmers in Bangladesh when it comes to accessing markets. Methodology: The research was conducted in the char areas of Jamalpur District, where the Making Markets Work for the Chars (M4C) project is being implemented. The research undertakes a mixed-methods approach of desk reviews, stakeholder consultations, and SWOT analysis to understand the model's viability and impact. A situation analysis was conducted in the selected research sites to understand the current marketing practices, identify gaps, and determine the specific needs of marginal farmers. Results: An innovative e-marketing model has been developed for ensuring better access to smallholders in Bangladesh. This model not only seeks to give farmers direct access to buyers but also aims to tackle the problem of postharvest maize losses. The rural farmers are mostly poor, producing maize on a small scale. They don't have much power to negotiate, which makes their situation look pretty grim. MaizeConnect focuses on transforming the maize sector by providing easy-to-use technology, with three main benefits: price stabilization, market connectivity, and payment system inclusion. The model relies on collaboration between government, NGOs, and the private sector, with continuous support essential for sustained impact. Conclusion: There is a unique opportunity to transform the rural agricultural landscape in Bangladesh through ICT integration in the maize value chain—specifically in improving market access and storage solutions. The MaizeConnect model can overcome key challenges including post-harvest losses, market inefficiencies, and the integration of smallholder farmers into a more profitable value chain.