Pt. I. What is the problem? -- Guatemala, where it all began -- What you eat impacts the world -- Reading and understanding behavior in systems -- Why do agricultural markets fail? -- Pt. II. What is the solution? -- Phases of market transformation -- How does market transformation start? -- The first mover and competition phase -- The critical mass and institutionalization phase -- The level playing field phase -- Key questions about market transformation -- Ten examples of inspirational change-makers -- App. 1. Sector fact sheets of coffee, cocoa, and palm oil -- App. 2. Sources.