Abstract
We carried out a market assessment to understand horticulture market dynamics around Mutare City, eastern Zimbabwe. We used the value chain development approach of starting from understanding what the market wants then using information gathered to inform producers of horticultural produce. This approach is underpinned by market-led production concept. Our study results highlighted opportunities for the participation of smallholder farmers in the horticulture sub-sector value chain; it provides horticulture market intelligence to smallholder farmers as to which crops to grow, when and for which market niche. There are opportunities for smallholder farmers to fill the identified horticultural produce demand gap around Mutare City, eastern Zimbabwe. Smallholder farmers could capitalize on the opportunity of horticulture produce scarcity that exists across Mutare City, so as to engage in market-led horticulture production. Our study contributes to a knowledge base of horticulture value chain development around Mutare City, eastern Zimbabwe and related areas aimed at economic development and peri-urban and urban household poverty reduction, which involves addressing the major constraints and opportunities faced between farmers and traders at marketing systems along the given horticultural value chain.
Highlights
Sphere of influence exists for the smallholder horticulture sector to supply domestic urban markets in Zimbabwe (Mbiba, 1995; Horn, 1997)
Horticulture produce processing revolves around the application of scientific principles for the preservation or modification of foods to make high quality, safe and appealing products for the consumer and this was mainly done by the few Industrial Canning companies in Mutare City, whereas, the majority of horticulture market players were trading in horticulture produce in its raw and fresh state
Evidence from our study suggests that there is a real potential to enhance viability of smallholder horticulture production through market-led production, but that a number of factors currently prevent the development of such activities
Summary
Sphere of influence exists for the smallholder horticulture sector to supply domestic urban markets in Zimbabwe (Mbiba, 1995; Horn, 1997). The programme aims to provide for food security of smallholder farmers through sustainable household income from sales of horticultural produce. The market for horticulture produce is very dynamic, and without knowledge, most smallholder farmers end up with a loss. Given the rise in popularity of convenience and snack foods in urban areas, horticultural produce demand must be met, and this can provide opportunities for peri-urban and urban- based smallholder farmers to benefit from close proximity and supply of fresh produce to satisfy the demand from the growing urban populations
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