This article analyses the marketing possibilities of dry beans in South Africa on the basis of certain theoretical principles and available market information. This is done through the consideration of the demand and supply of dry beans, after which concentration in the South African dry bean market is analysed. Characteristics of an ideal marketing system are discussed followed by a discussion of the marketing possibilities of dry beans given the realities of demand and supply and market concentration. The market realities of demand and supply show that the dry bean market does not have the characteristics suitable for control and that a single channel marketing system will therefore not be appropriate. Only measures which would assist the market in achieving higher efficiency should be considered.