In this video segment from the Wide Angle film "The Market Maker," Eleni Gabre-Madhin and other Ethiopian Commodity Exchange (ECX) market reformers celebrate the opening of a new sesame market while acknowledging the massive challenges they still face in bringing the ECX to millions of Ethiopia’s poor subsistence farmers. Series host Aaron Brown concludes the segment by reviewing these challenges, which include convincing millions of largely illiterate small scale farmers that their future depends in trusting the relatively sophisticated economic model which the ECX represents.