Faly Rasamimanana (Madagascar): when Fihavanana opens global markets to small-scale producers

Faly Rasamimanana is the Managing Director of Faly Export, a company that develops innovative solutions to help small-scale producers access international markets whilst meeting growing demands for quality, traceability and sustainability.

Through the SPG-Fihavanana 4.0 system, Faly Export offers a unique approach that combines community governance, digital tools and local traditions to make international standards more accessible to producers who are often excluded from traditional certification schemes. For many of them, international audits remain too costly and technical standards difficult to understand.

The model is based on the concept of Fihavanana, founded on solidarity, trust and social cohesion. Instead of imposing a complex external system, Faly Export adapts compliance mechanisms to local realities. Elders play a key role in mediation and social legitimacy, whilst technical committees monitor agricultural practices and market committees facilitate the marketing of products.

One of the system’s great strengths lies in its simplicity and accessibility. Good agricultural practices are explained through visual aids using green images for permitted practices and red for prohibited ones. This approach enables even producers who cannot read or write to better understand market requirements.

To enhance traceability, Faly Export has also developed the Holy App, a mobile application enabling producers to share geolocated and time-stamped photos and videos of their farming activities. This information is transmitted in real time, facilitating internal checks, reducing supervision costs and boosting buyer confidence.

Beyond the technology, the approach championed by Faly Export aims above all to build a more inclusive and sustainable model. The system has contributed to a significant increase in the incomes of participating producers and also supports community initiatives related to training, education and access to certain remote services.

Through this innovation, Faly Rasamimanana demonstrates that it is possible to develop more accessible compliance systems capable of sustainably connecting small-scale producers to international markets whilst valuing local realities and community dynamics.

Faly Rasamimanana shared his experience during session 12 of the OECD–COLEAD series on the fruit and vegetable sector, dedicated to the theme “European policies and regulations: what are the impacts on fruit and vegetable value chains?”.

Join the discussion on compliance, traceability and market access on the Agrinnovators Forum.

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.