In Madagascar, vegetable producers or farmers rarely fix the price of their products. Moreover, their price does not necessarily follow the law of supply and demand. Because of external factors, farmers do not master the marketing process. It seems difficult for them to produce a significant added value which may ensure the sustainability of their livelihoods. This study aimed to help producers to choose a more beneficial method of marketing. Instead of proposing solutions, we decided to lead a squash (Cucurbita moshata D.) cropping campaign in Ambohimangakely, a village located 10 km to the east of Antananarivo, and to sell the harvested products and assess the economical results taking into consideration the chosen marketing channel. A sector analysis was previously conducted through an informal survey in the markets of the capital of Madagascar, in order to balance supply to demand. Market analysis of squash has shown an opportunity of about 2,300 t of demand gap. The most interesting marketing channel for better agricultural income is the shortest one, which includes the producer, the wholesaler/retailer and the consumer. In that case, the carrier function may be supported by the producer or the seller. However, marketing opportunity depends not only on the choice of differences between supply and demand. With vegetables, our experience also revealed the high resiliency of the squash with respect to hail, and its capacity to be conserved for more than a year in appropriate conditions.
