The general objective of the project was to investigate the feasibility and viability of establishing an electronic marketing communication system (EMCS) using SMS technology to facilitate communication and exchange between farmers and traders in remote regions of Cambodia.

The key participants in this project were farmers, traders, government agencies and researchers. The EMCS was intended to be a vehicle for providing improved market information and hence lead to better decision-making. The main source of market information for farmers is the trader, but the trader has a potential conflict of interest. Hence, the EMCS may help farmers by offsetting the information asymmetry between them and traders. However, traders can also benefit from the EMCS by allowing access to timely information on product quality and quantity that helps them plan future purchases and deliveries ultimately helping them compete in larger markets

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