The overall objective of the project is to enable an increasing number of farmers (women and men) from Vayots Dzor and Gegharkunik regions to get more income from fruit selling, thereby two aspects make a real difference for farmer wealth; the production of quality fruits and value added through storing and processing. 

The project focuses on producer groups and value chain development, production volume expansion, new product development, technology upgrading, and marketing, as well as the introduction of best agricultural practices and disaster risk reduction systems.

Applying a facilitative market systems development approach, the project achieves the goal through well-sought interventions at the service level, following the advice that professional and strong partners of the farmer also make the farmer strong.