From 21 to 26 July 2026, the WorldFMC carried out its first mission in Alexandria, Egypt, as part of the MAMI-Farmers Markets II – Strengthening the Capacities of Agricultural Markets in Africa and the Mediterranean. The visit marked an important milestone, providing the opportunity to assess the long-term impact of the activities implemented during the first phase and to work with local partners on the next steps for strengthening the farmers’ market model.
The mission focused on evaluating the progress of the Alexandria Farmers Market, established in October 2024, and on engaging with farmers, market managers and representatives of the Alexandria Chamber of Commerce to identify priorities for the project’s second phase.
A Farmers Market That Delivers Real Impact
The Alexandria Farmers Market has become a successful example of how direct sales can improve opportunities for small-scale farmers while offering consumers access to high-quality local food.
Today, the market hosts around 20 farmers and local producers, offering a wide variety of fresh agricultural products. Beyond its commercial function, the market has evolved into a community space featuring a children’s area, a vegetable preparation service, and health promotion activities organised in collaboration with the Egyptian Ministry of Health, including nutritional education and free health screenings.
During the mission, interviews were conducted with all participating farmers. The findings highlighted several positive outcomes:
- Farmers reported selling approximately 80–90% of the products they bring to the market.
- Every interviewed farmer stated that participation in the market had increased their income by more than 20%.
- Many producers have expanded their production and created additional employment opportunities within their family farms.
- Young farmers particularly valued not only the economic benefits but also the opportunity to develop entrepreneurial skills and build stronger relationships with consumers and fellow producers.
The mission also confirmed that the training activities delivered during the first phase of the project have had a lasting impact. Market observations showed high standards of hygiene, proper food storage and product presentation, demonstrating that producers have successfully adopted the good practices introduced through the project.
A Model That Is Already Expanding
One of the most encouraging developments observed during the mission was the launch of a second farmers market in the Zizinia district, inaugurated on 6 July 2026.
The new market already involves 14 local farmers and offers a diverse selection of products, including fresh fruit and vegetables, dairy products, meat, honey, jams, baked goods and plants. Similar to the original market, it also provides educational activities, health awareness services and facilities designed to improve the shopping experience for consumers.
Although recently established, the first feedback collected from participating farmers has been extremely positive. Sales have exceeded expectations, with producers again reporting that they sell around 80% of their products during each market day. Several farmers have already expressed interest in participating in multiple markets across Alexandria, confirming the growing appeal of the direct-selling model.
The opening of this second market demonstrates that the approach developed through MAMi is both effective and replicable, creating new marketing opportunities for local producers while strengthening local food systems.
Learning for the Next Phase
The mission also provided valuable opportunities to meet with market managers and representatives of the Alexandria Chamber of Commerce to discuss the challenges associated with managing a growing network of farmers markets.
Among the key priorities identified were:
- strengthening the training and support provided to market managers;
- improving logistics by equipping each market with dedicated infrastructure and equipment;
- developing long-term financial sustainability models;
- expanding training activities to include agroecological practices, sustainable farming and environmental management;
- continuing to monitor market performance and collect data on farmer participation, sales and consumer satisfaction.
The mission also included visits to local family farms, providing first-hand insight into agricultural production systems and highlighting the potential for further strengthening the connection between producers and consumers through direct marketing.
Looking Ahead
The first mission of MAMi 2 confirmed that the work carried out during the initial phase has generated tangible economic and social benefits for local farming communities in Alexandria.
The expansion of the farmers market network demonstrates the growing confidence of farmers, institutions and consumers in this model. Building on these achievements, MAMi 2 will focus on consolidating existing markets, supporting sustainable management practices and creating the conditions for further replication across the region.
The experience in Alexandria shows how collaboration, knowledge sharing and local partnerships can contribute to building more resilient, sustainable and inclusive agri-food systems, creating lasting benefits for producers, consumers and local communities alike.
