It analyzed the unique socioeconomic and demographic factors that impact the market channel preferences of farmers in the Sidama Regional State who grow pineapples. What market factors affect local pineapple growers' choices of distribution channels? What institutional elements affect the farmers who grow pineapples in the study area in their market choice? The introduction might contain more details about the history of the pineapple business in Ethiopia and stress the value of learning about the preferred marketing channels of smallholder growers