The Raya valley in Tigray, where Alamata Woreda is located, has suitable climate and rich water resources, among others, to grow various tropical fruits. Development of fruits only started a few years ago (1996) with the Raya Valley Development Project and the OoARD (Office of Agriculture and Rural Development), mostly focusing on papaya. A participatory rural appraisal (PRA) study conducted by the Woreda stakeholders identified tropical fruits as a potential marketable commodity in 2005.

Bure district has a diverse ago-ecology, different soil types, a relatively long rainy season and a number of rivers and streams for irrigation. Therefore, it has suitable tract of land to grow temperate, subtropical and tropical fruit crops. In 2007, fruits were identified as a potential marketable commodity by the stakeholders participating in the IPMS project. They diagnosed that farmers had limited orchard management knowledge and skill and were growing locally available less productive and low quality fruit varieties.

As Part of the Livestock Livelihood and Markets Project (LILI Markets), two innovation platforms were implanted in the project sites. First thought to be a mechanism to promote and enhance communication and networking across value chain actors as well as providing them with a platform for addressing common problems the platform, although new, has already surpassed its expected role; it has now become an important element of interaction and problem solving stage among the value chain actors, including the government.