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The paper reports on an evaluative study of an agroecology movement that has been running in South Africa for over 20 years. The study applied a Value Creation Framework to gather value creation stories from key movement members, farmers, trainers, and the involved organizations. Data was generated through storytelling interviews, document analysis and participant observations. The findings show that the functions of the movement are enabled by support from tertiary institutions, government departments, NGOs, international networks and the private sector. In the initial stages, the movement's growth as measured by the uptake of agroecology faced resistance because the associated labor intensity, especially in the early stages and farmers considered it to be very slow compared to conventional methods. However, the movement's mobilization through open dialogs, co-creation and farmer-centered learning approaches has seen a gradual and wide adoption of agroecology practices by over 2700 new and existing farmers in the Eastern Cape alone, thereby widening the learning and seed-sharing network. In the communities it has reached, the movement has registered transformational gains in biodiversity preservation, social cohesion, market power, gender equality and food security. [ABSTRACT FROM AUTHOR]