Market convening is at the heart of everything we do. We believe that sustainable trade, will unfold when all stakeholders in the market: producers, traders, brand, retailers and end-buyers work together and all have an (enlightened) self interested in sustainable market transformation.

The central mechanism of market convening is bringing all players together and jointly design interventions that address most relevant supply and demand issues in a sector and formulate solutions that have benefits for all market players.

Only when those solutions – which are often a combination of different approaches –  are scalable and work in the ‘real’ economy, there is a potential for sustainable, mainstream change.

A good example of successful market transformation is the covenant IDH agreed upon with retailers in the Netherlands to only sell ASC certified seafood as of 2016. The Dutch retailer demand conditioned traders and other suppliers to transform towards ASC certified seafood. To help traders make that transformation, IDH established the ASC Accelerator, later renamed into the FIT Fund that initiated, supported and co-funded joint projects of traders and fish farmers to comply to ASC standards.  Within one and a half year over 25% of all Vietnamese pangasius farmers (Vietnam is the largest producer of farmed pangasius in the world)  was ASC certified, and as of 2016 Dutch retailers have only ASC certified seafood on their shelves.  The program had benefits for both primary producers, processors, traders and supermarkets.

Podcast on market convening

Listen to our podcast on market convening in which we share practical field level examples and tips on how to find common ground within a multi-stakeholder program.


Sustainability at scale may unfold when all stakeholders: producers, traders, brand, retailers and end-buyers work together motivated by (enlightened) self interested