Market-oriented extension is an innovation system that involves all necessary actors for effective market-driven innovation, with a strong emphasis on the role of policies and institutions in its development. The provision of market-oriented extension can be met through various entities, including public extension organizations, private service enterprises, NGOs and ICTs. The dynamic shifts in food production and consumption patterns highlight the need to strengthen pluralistic market-oriented extension and advisory services. Aligning with global and regional trends, the re-orientation of traditional agricultural extension services is crucial. Recognizing and leveraging the diversity of service providers holds the potential to enhance the inclusivity and quality of the service system. The market-oriented extension services offer comprehensive support to farmers, rural entrepreneurs, and value chain participants, aiding in market access enhancement and capitalizing on commercialization. The services encompass a wide spectrum of economic, social, technical, and legal assistance, ranging from technical guidance to economic expertise and post-production skills. They also facilitate institutional changes such as forming producer organizations and networks, and fostering market understanding and trust-building. These services not only bridge the gap between rural producers and markets but also impart essential skills, foster agri-entrepreneurship, and ensure sustainable market integration. To achieve this, the environment must go beyond the extension and advisory scope, involving policy adjustments, market development initiatives, and strategic partnerships. By fostering collaboration and innovation, enhancing capacity-building, and tailoring services to diverse stakeholders, market-oriented extension becomes a pivotal force in driving rural prosperity and sustainable agricultural development. In this pursuit, the establishment of pre-conditions, including a macro-level enabling environment that extends beyond agriculture, the presence of credit and micro-credit schemes, well-functioning institutions and markets, and infrastructure pertaining to transportation, storage, processing, and information and communication technologies (ICTs) are essential factors. The approach is pivotal for ensuring the sustainability of agriculture and food systems