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This paper explores how knowledge and market based development interact and can be integrated through the use of innovation systems theory. It will first identify some major-market based-changes in the context of agricultural development. Next it will explain how this has modified the ideas about supporting innovation processes, defined here as the generation or application of new knowledge; it will then introduce the concept of 'new agriculture' and eight case studies in four countries that were undertaken to explore and better understand the potential of innovation systems theory to support sustainable development. The paper finishes with some selected conclusions that further highlight the interaction between knowledge generation and market development and that suggest the need to keep on investing in farmer organization. © Wageningen Academic Publishers. The Netherlands, 2010.