Demand-led plant breeding combines the best practices in market-led, new variety design with innovative plant breeding methods and integrates both with the best practices in business as a new way of approaching the business of plant breeding to deliver benefits.

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Demand-led plant breeding purpose is to identify and share best practices in Demand-led Plant Variety Design for Changing Markets in Africa from private and public sector breeding programs worldwide. The intended audiences are professionals in plant breeding and related areas such as seed production who have interests in developing and disseminating new plant varieties as a way to increase productivity and profitability in crop agriculture, especially in Africa.

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There are three principles that drive success in demand-led breeding: