This paper draws on primary qualitative data to explore the accumulation strategies of indigenous exporters in the Senegalese horticultural sectors who supply European markets. It argues that exporters straddle contract and estate farming as a strategy to break through and survive in European markets, where the power of large‐scale retailers is increasing and the proliferation of food standards act as a non‐tariff barrier. It also analyses the relative opportunities as well as the costs of contract and estate farming. Then it focuses on how the control of buyers over suppliers is far from complete, revealing downstream and upstream spaces and dynamics of non‐compliance. In conclusion, some reflections on the development of capitalism in Africa are advanced.