Urbanization and rising income levels are generating a rapidly increasing demand for diversified food. Agricultural development policies should specifically aim at enabling young and ambitious farmer-entrepreneurs to profit from this opportunity. That is a mayor challenge, as these farmer-entrepreneurs will have to compete with imported food and with national large scale producers. To meet this challenge, farmer-entrepreneurs must be market driven, able to see market opportunities and to adapt production correspondingly; e.g. for urban niche markets, fresh food, fruit and vegetables, dairy products, nutritious and high quality food.