The purpose of this paper is to begin generating the empirical information needed to launch a process of stakeholder consultation regarding the key challenges facing the country’s horticultural sector. The paper is based on a rapid appraisal of the sector meant to provide a broad overview; FSRP’s hope is that stakeholder input will help identify a more focused set of applied research dealing with specific issues. The paper proceeds as follows: the rest of this chapter presents the data and methods used in the research; chapter two uses national rural household survey data to characterize horticultural marketing patterns in the smallholder sector; chapter three presents results of the rapid appraisal, focusing on large scale farmers, “first sellers” in the Soweto wholesale market of Lusaka, retail traders in Lusaka and Ndola, and shoppers from a range of retail outlets in both cities; chapter four concludes with a discussion of policy and program issues.