Globalisation is causing dramatic changes that are transforming agriculture in developing countries away from supply driven production towards market-driven 'agrifood' business. The impact of these changes on people, economies and the natural environment is, and will continue to be, profound. An immediate impact has been that world commodity prices have fallen to their lowest levels for 35 years. Understanding and being able to respond to such change is vital for the livelihoods of millions of smallholder farmers in developing countries. Unlike their counterparts in industrialised nations, there are few safety nets for these farmers and yet this group is being asked to transform its business practice in order to compete within new market conditions. Providing market decision tools and support services is a first and vital step in linking these farmers to growth markets. It will also help retain, in rural areas, a higher proportion of the value added through post-harvest processing and marketing activities as well as provide future demand for products. This strategy offers a real opportunity for improving the welfare of the rural poor.