Chilli is one of the main vegetables grown in Indonesia, with production increasing at an average rate of 20 per cent per year. This report presents the findings of a value chain analysis of the chilli industry in South Sulawesi, which was undertaken to determine market demand issues facing the vegetable industry in eastern Indonesia. The findings reveal that supply to supermarket gives the highest return to farmers, while the lowest value chain is the channel to traditional markets. Major issues facing the chilli market in South Sulawesi include low input and productivity, how to benefit from opportunities for value adding on the farm, lack of post-harvest or cold chain management, access to market development opportunities, and weak farmer bargaining power. The authors suggest there is a need to link smallholders to more dynamic markets such as channels to modern retailers and the food processing industry. They further suggest that farmers could benefit from technical assistance on efficient cultivation technology to increase productivity and the application of post-harvest handling.