mrvey Ivas cOlldllcled in April 2010 Ivilh emphasis 10 vegelable vallie ellllill ill Golilla Model'llrnirrigalioll selleme. Tile Silldy allempled 10 assess Ihe lIalllre of bolll forward ami backward lillkagesrn{Jud interactions {[moug vegetable prot/ucers, traders and consumers, input suppliers alld servicernproviders in vegelable vallie chaill ami 10 idelllify Ihe lIIajor cOllslrainls, challellges, alldrnopportunities embodied with ill tlie chains. Data were collected by llsing hOllse/lOld survey {lndrnmixed methodologies were Itsed including key i1{/ormalll interviews, fOCIIS group discllssions alldrnobservation. Tlte data were analyzed by descriptive statistics, conlelll flllalysis (Inti interpretative.rnThe glliding lille of analylical frame work was Michel Porler Qllalilalive vallie elwin 1II0del.rnFarmers ill Go/ina modern irrigation scheme produced t!tree fillIes ill a year. Cereal production isrn!lIe leading sector across all prot/uctioll seasons followed by vegetables. Onioll find lomal0 are liternmajor vegetable prot/uced ill the study area. Market insecurity, drought, pest incidence, lack ofrninjJut and lack of effective service provisions are the major constraints of vegetable sub sectul'.rnWllereas, lack 0/ collaboralive chain aclors in 10111010 vallie elwin, lack of lransporlalion facilily,rnab.';,ence of standardize measurement, undeveloped proces.Â·.;ing technology, lack of knowledge inrnmarket it~tornlfltion I1wnagel1lents are reported to be the major mal'/(eting challenges in tlte !;'/udyrnarea. Tomato subsectorfaces complex marketing problel11, hence, dumping tonwto in markets andrnfeedillg cattle with it is coml1lon in SIII'lJ/US production periods. The opportunities that need to bernIi/rthe,. e~jJloited are better access to irrigation, main road access, market potentials, experience ofrnfarmers, and existence of community-based organizatioJls (trrulitio/l.j . Producers incurred 0.67rnbirr 10 produce & sell a single kilogram 0/ nwrkelab/e fresh 10l11aloes 10 Mekele whole sellers. Tilisrnproduclion cosl covered 17.40% of Ihe 10101 cosls reqllired 10 produce and disiribllie one kg ofrn10l11aloes 10 Mekele consulllers. The rel1laining 83.60 %( 3.18 birr) of lile 10101 cosl was cosls 0/rndisiriblliion, covered by Mekele lraders conslillliing 58.96% (2.27 birr) by Ivl/Ole sellers andrnrelailers covered Ihe rel11aining 23.64 % (0.91 bin) of Ille lola! cosio Producers oblained a lIel ofrn0.21 birr 0111 of a single kilogral1l of lIIarkeled fresll 101l1llioes 10 Mekele Ivl/Ole sellers, Ihis bene(ilrncovered 13.29 % of Ihe 10101 nel bellefils of a kilogram of lomaloes oblained ((/ier sold 10 Me/ie/ernCOnSlIl11ers. Mekele Iraders shared Ihe relllaining 86.71 % (1.37 bin) of Ihe 10101 nel benefilrnconslillliing 70.87 %( 1.12 bin) by wl/Ole sellers and relailers enjoyed Ihe rel11aining 15.82 %( 0.25rnbin) oflhe lolal lIel benejils. Finally, a single kilogram oflonlllioes gave a nel bene(il of 1.58 birr,rnin its path ./i"om jill"lllers 10 consllmers. Prol11olion of vegelable produclion should be aI/ached willIrnlIIarkel strenglh. Solving sllch conslrainls lIIay Ilefp poor producers 10 increase Iheir incollle andrnimprove tlteir efficiency.