The marketing guidebook provides definitions of the relevant concepts on markets in brief for FPOs. It also provides tips on why collective marketing is important for farmer members and what role each actor must play in executing business orders. The guidebook identifies challenges and provides strategies that FPOs can adopt to stay afloat in the competitive ecosystem of marketing farm produce. The guidebook also shares information about the different types of markets, their advantages, and their disadvantages to devise better market strategy. In the end, it provides a set of tools to operationalize the output business at the FPO level