THE ECONOMICS OF FRUIT AND VEGETABLE MARKETING BY SMALLHOLDER FARMERS IN MUREHWA AND MUTOKO DISTRICTS IN ZIMBABWE
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Title
THE ECONOMICS OF FRUIT AND VEGETABLE MARKETING BY SMALLHOLDER FARMERS IN MUREHWA AND MUTOKO DISTRICTS IN ZIMBABWE
Creator
TAVONGA NJAYA
Description
The study assessed the nature of marketing chain of fruits and vegetables in Murehwa and Mutoko
Districts in Mashonaland East Province in Zimbabwe. Both quantitative and qualitative data collection
techniques were used. Qualitative data were collected through in-depth interviews, focus group discussions,
direct observations and document reviews. A structured household questionnaire was used as the basic tool to
collect socio-economic and production data pertaining to fruit and vegetable smallholder producers. The study
revealed that poor infrastructure for storage, processing and marketing of fruits and vegetables contributed to
losses to the farmers. Smallholder farmers generally focused on production activities and showed relatively
little interest in postharvest and marketing activities. The major markets included traditional wet markets such
as Mbare and Machipisa Vegetable Markets in Harare and spot selling. The presence of informal middlemen at
Mbare and Machipisa Vegetable Markets had led to considerable reduction of the farmers’ profit margins. The
study recommended strong partnerships through commodity clusters among farmers in order to be able to
supply organised markets such as food processors, institutions (hospitals, tertiary colleges and boarding
schools), supermarkets and fast food shops with produce of standardised quality, meet volume requirements and
assure consistency of supplies and to enhance efficiency in marketing. Buyer-supplier partnerships such as
contract farming sponsored by agro-food processors also facilitated fruit and vegetable marketing while
providing farmers access to skills, technologies and infrastructure. Further research should focus on value
addition of fruits and vegetables produced by smallholder farmers
Districts in Mashonaland East Province in Zimbabwe. Both quantitative and qualitative data collection
techniques were used. Qualitative data were collected through in-depth interviews, focus group discussions,
direct observations and document reviews. A structured household questionnaire was used as the basic tool to
collect socio-economic and production data pertaining to fruit and vegetable smallholder producers. The study
revealed that poor infrastructure for storage, processing and marketing of fruits and vegetables contributed to
losses to the farmers. Smallholder farmers generally focused on production activities and showed relatively
little interest in postharvest and marketing activities. The major markets included traditional wet markets such
as Mbare and Machipisa Vegetable Markets in Harare and spot selling. The presence of informal middlemen at
Mbare and Machipisa Vegetable Markets had led to considerable reduction of the farmers’ profit margins. The
study recommended strong partnerships through commodity clusters among farmers in order to be able to
supply organised markets such as food processors, institutions (hospitals, tertiary colleges and boarding
schools), supermarkets and fast food shops with produce of standardised quality, meet volume requirements and
assure consistency of supplies and to enhance efficiency in marketing. Buyer-supplier partnerships such as
contract farming sponsored by agro-food processors also facilitated fruit and vegetable marketing while
providing farmers access to skills, technologies and infrastructure. Further research should focus on value
addition of fruits and vegetables produced by smallholder farmers
Publisher
International Journal of Research in Humanities and Social Sciences
Date
2014
Files
Collection
Citation
TAVONGA NJAYA , “THE ECONOMICS OF FRUIT AND VEGETABLE MARKETING BY SMALLHOLDER FARMERS IN MUREHWA AND MUTOKO DISTRICTS IN ZIMBABWE,” ZOU Institutional Repository, accessed July 6, 2025, https://ir.zou.ac.zw/items/show/226.
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