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ABSTRACT
Understanding how an enterprise fits within a market chain, and the numerous links that connect all participants and transactions involved in the movement of agricultural goods from farm to consumer, allows better decisions to be made on how to produce most efficiently. Problems encountered by participants in the okra [Abelmoschus esculentus(L.) Moench] market chains were identified. The rapid market survey methodology was employed for the collection of primary data. Data were analyzed using descriptive statistics, budgetary analysis, and pairwise ranking. The main participants in the industry were producers, traders (wholesalers and retailers), and transporters, while the main governmental agency is the Osun State Agricultural Development Programme (OSSADEP). Common problems confronting the main participants in the industry were lack of access to funds, especially from formal institutions. Technical assistance needs to be provided in production and marketing of okra, and access to funds has to be improved to participants to improve the market chain. OSSADEP could play the role of co-coordinator among the participants in the industry.