We present a market-literate framework in the form of a Market Map. The Market Map serves two purposes: for the policymaker and rural development planner, it is a conceptual framework for thinking about the commercial and institutional environment in which small-scale producers (including smallholder farmers) operate. For the practitioner, it is a practical and potentially participatory tool to facilitate pro-poor growth in rural areas through directly improving linkages and relationships between market-chain actors, and preparing the ground for introducing or generating innovation in products, processes and market access.