How to distribute and sell agricultural products: from local market to export

Producing is one thing; selling is another. Across Africa, many producers and food businesses have great output but struggle to move it: distant markets, difficulty getting onto shelves, no reliable contacts. The result is post-harvest losses and stalled revenue. This guide covers how to distribute and sell your agricultural products, from the local market all the way to export.

Why market access is the real challenge

The main barrier for agropastoral producers and food businesses isn’t production — it’s limited market access, often caused by the distance between production zones and markets, and the difficulty of getting products onto distribution shelves. The consequence: heavy post-harvest losses and local products that stay unknown.

The three levels of distribution

1. The local market

The starting point: placing your products in buying centrals, supermarkets and mini-markets in your region, with strong positioning (packaging, competitive pricing, differentiation).

2. The regional market

Once local is mastered, target the sub-region (CEMAC). Here, transport and logistics become decisive: the right shipping method, a reliable carrier network, and good handling of returns and customer concerns.

3. The international market

The most ambitious step: exporting to Europe and America, notably through the Afro shops that distribute African products — which requires real export readiness.

Prepare before you distribute

• Packaging: is it attractive and transport-ready?
• Price: is it competitive versus similar products?
• Differentiation: what sets your product apart?
• Customer service: how do you handle returns and complaints?

Going international

To export reliably, analyse the top 5 destination countries, define the quality criteria each market expects, and choose the most suitable transport (sea, air) with the associated taxes.

How Jangolo helps

The Jangolo Distribution service opens the doors to promising markets and manages distribution for you, in three levels — Local, Régional and International — depending on how far you want to go.

Discover the Distribution service and choose your level →

In this series

• Exporting your agricultural products to Europe
• Reducing post-harvest losses
• Selling to supermarkets and buying centrals in Cameroon
• Selling your products in Afro shops in Europe and America
• Packaging and pricing: making your food product competitive
• Transport and logistics for perishable produce