Smallholder farmers in developing countries such as Uganda are faced with the difficulty of accessing sustainable markets. Such farmers include those growing sweet potato, and are becoming increasingly marginalized as urban markets demand better quality, quantity and sustainable supply of agricultural commodities. Research and Development (R&D) actors on the other hand are often challenged on how to position farmers to benefit from existing market opportunities. Pilot application of the Participatory Market Chain Approach (PMCA) on the Sweet potato sector demonstrated the resultant benefits to farmers in engaging with other market chain actors to develop innovations to exploit existing market opportunities.