IGF::OT::IGF - THE PURPOSE OF THE ACTIVITY IS TO IMPROVE THE COMPETITIVENESS OF RURAL PRODUCERS TO RESPOND TO NEW AND EXPANDING MARKET OPPORTUNITIES. THE INITIATIVES DESIGNED UNDER THIS ACTIVITY ARE MARKET-LED AND FOCUS ON MEETING THE EXPECTATIONS OF END MARKETS, TO ENSURE SUSTAINABILITY AND INCREASED PROFITABILITY FOR RURAL PRODUCERS AND OTHER ACTORS IN THE SELECTED VALUE CHAINS. THE PRODUCERS TO MARKET ALLIANCE (PMA) ACTIVITY WILL HELP CLOSE BUSINESS DEALS BETWEEN PRODUCERS AND BUYERS TO INCREASE INCOMES OF SMALL FARMERS, INCLUDING WOMEN HEADS OF HOUSEHOLD AND MEMBERS OF MINORITY ETHNIC GROUPS IN RURAL MUNICIPALITIES THAT ARE IMPORTANT TO ACHIEVING A SUSTAINABLE AND INCLUSIVE PEACE IN COLOMBIA.