A horticultural export company in Tanzania suddenly found a big overseas market for paprika chillies, a crop which is new to the area, expensive to grow and difficult to dry. Many farmers were recruited to grow chillies but most failed to control an unexpected pest attack. Harvesting came at a time when family labour was fully employed on other tasks. Women were reluctant to dry the crop because of the unpleasant effect of chillies on hands and eyes. The company had little experience of growing the crop and was unable to help. It failed to meet its export quota and the marketing agreement was cancelled. Company, farmers and facilitating NGO all suffered big losses and damage to their reputations.

Analysis:
The crop was unfamiliar to smallholders and the production technology risky and not compatible with other parts of the production system. Women were disadvantaged. The company could not redress these deficiencies so the enterprise collapsed.