“Greening” is a relatively new ambition for practitioners of the market systems development approach, but one that is fast gaining traction. The guideline draws on a small but growing body of lessons and research on the intersection between MSD and agriculture, and provides practical guidance and support to donors and implementers who want to green their agricultural MSD activities. This guide is relevant for any level of ambition to “green” an MSD program: from mere curiosity to pilot greener business models in an intervention sector, through to having a comprehensive strategy that puts a program’s environmental and economic objectives on an equal footing
Maha Elhayek
Senior Consultant
I specialize in market systems development in fragile and conflict-affected settings. Over the past decade, I have advised programs across the MENA region, Africa, and Eastern Europe. My work spans agricultural and industrial sectors, focusing on market systems assessments, program design, and strategies that expand opportunities for marginalized groups and support gender mainstreaming. I enjoy applying systems thinking to uncover structural barriers, co-create locally grounded solutions, and advise on private sector partnerships. I am currently passionate about applying MSD approaches to address climate change challenges.