Bridging the gap: Overcoming barriers to market intelligence in plant breeding

Berber Kramer, Brendan Rice, Carly Trachtman

The integration of market intelligence into plant breeding is essential for aligning genetic innovations with real-world demand. However, a new study highlights persistent barriers that hinder its effective use. Researchers surveyed more than 500 breeding professionals across CGIAR, national agricultural research and extension systems (NARES), and small private-sector breeding enterprises to assess the adoption of market intelligence and identify challenges limiting its impact.

Current state of market intelligence in breeding

While market intelligence processes such as market segmentation and the development of target product profiles (TPPs) have gained traction among breeding teams, their use remains largely informal. Many teams rely on individual insights rather than structured, institutionalized approaches, which can lead to inconsistencies and missed opportunities. The study found that while breeding teams recognize the importance of demand-driven breeding, the integration of market intelligence is often ad hoc and lacks a systematic framework (Figure 1).

Key barriers to adoption

The study identified three major challenges preventing widespread use of market intelligence in breeding decisions:

• Limited access to market intelligence: Funding constraints were the top concern among respondents, particularly within CGIAR and NARES institutions, limiting the systematic collection and analysis of market data. Additionally, a lack of in-house expertise to interpret market information further restricts its application.
• Difficulty translating insights into breeding decisions: Even when market intelligence is available, breeding teams struggle to apply it effectively. Many professionals cited uncertainty about how to weigh different market factors such as farmer preferences, processor needs, and social impact when prioritizing traits.
• Institutional attitudes and incentive misalignment: Breeding teams often lack transdisciplinary collaboration, with social scientists playing a minimal role in decision-making. Furthermore, incentive structures prioritize the number of varieties developed over their adoption or social impact, discouraging a demand-led approach to breeding.

Pathways for Improvement

To address these barriers, the study suggests several key actions:

• Develop standardized tools and protocols to formalize the use of market intelligence in breeding decisions. Platforms such as the CGIAR Global Market Intelligence Platform (GloMIP) can help streamline data collection and integration.
• Enhance training and interdisciplinary collaboration by actively involving social scientists and market experts in breeding teams.
• Align institutional incentives with impact-driven goals, ensuring that breeding professionals are recognized and rewarded for producing varieties that meet market demand and drive social impact.

By overcoming these challenges, the breeding community can better align innovation with market needs, increasing adoption rates and maximizing the impact of new crop varieties.

Further reading: https://hdl.handle.net/10568/168799.