24/09/2026
🌱 𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐢𝐧 𝐀𝐜𝐭𝐢𝐨𝐧: 𝐓𝐮𝐫𝐧𝐢𝐧𝐠 𝐦𝐚𝐫𝐤𝐞𝐭 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬 𝐢𝐧𝐭𝐨 𝐥𝐚𝐬𝐭𝐢𝐧𝐠 𝐩𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬 𝐢𝐧 𝐆𝐮𝐢𝐧𝐞𝐚! 🌍
A competitive offer can open doors, but how do agribusiness clusters turn that opportunity into a strong and lasting business relationship?
Earlier this month, that was the challenge at the heart of the third learning cycle of the project in Kindia, Guinea. Over three days, our iCRA colleague Roland Fadina, together with Jeanne Marie Sarr, facilitated a practical training programme focused on sustainable commercial partnerships, bringing together 10 internal cluster coaches, 2 Master Coaches and an ABC Trainer, alongside representatives from Enabel/Agriéco, FEPAF, DID and EUCORD.
As part of the COLEAD.link–iCRA consortium, iCRA is supporting the Agriéco project, implemented by Enabel Guinea, to strengthen the capacities of Agribusiness Clusters and the coaches who support them.
This learning cycle went beyond finding buyers. Coaches worked with concrete tools and real business situations to strengthen their skills in commercial negotiation, contracting, customer retention, prospecting and the Agribusiness Partnership Canvas. Through case studies, group exercises and role plays, they practised preparing win-win negotiations and analysing existing business relationships.
And then came the real test: taking the tools into the field. During a field coaching session with an agribusiness cluster, the coaches applied what they had learned directly to real commercial challenges. The result?
✅ 10 cluster coaches strengthened their capacity to analyse and improve business relationships
✅ Coaches gained practical experience in win-win negotiation and securing commercial agreements
✅ Participants strengthened their ability to help clusters retain buyers and develop new opportunities
✅ The Agribusiness Partnership Canvas was tested as a practical coaching tool
✅ Classroom learning was directly connected to field application and reflection
One lesson stood out: sustainable partnerships do not end when a buyer is identified. They require trust, clear commitments, continuous follow-up and value for both sides.
A big thank you to Jeanne Marie Sarr, Mamadou Oury Saran BALDÉ, Amadou Assa DIAKITE, Enabel/Agriéco, COLEAD.link, FEPAF, DID, EUCORD, the coaches and participating cluster actors for making this learning cycle a truly practical one. 💪🌱