This case study illustrates the effect of strong international competition on the Ghanaian baskets-for-export value chain. It demonstrates how market players in the value chain needed to change their behavior to meet competition, and how lead firms, with the support of a development project during 2002–2003, introduced improved quality standards. It also shows how firm-level incentives led to improved production practices. Key lessons learned in this case study focus on how lead firms can package and disseminate complex information to their MSE suppliers in a systematic way, and how development programs can facilitate this.