The CIMMYT-led project MasAgro develops farmers’ ability to adopt the product of research on maize conservation and improvement, agronomy, machinery, ICTs and postharvest solutions. MasAgro has developed 49 improved maize varieties adapted to small scale farming in Mexico. Farmers and breeders collaborate to improve native maize yield potential and its resistance to diseases. Improved seeds and conservation agriculture have helped farmers increase yields and keep them above the national average. Participating farmers achieved, on average, a 25% increase in both yields and annual revenue. More than 30 local seed companies sold 1.1 million bags of improved seed in 2017, a combined market share of 21%. For every dollar invested participating farmers make $7. This strategy can be replicated in trainings, participatory maize improvement, or more ambitious breeding and capacity building projects.