Karatu District Research Articles

Influence of Tourism on Socio-economic Livelihood among Households Living near Conservation Areas in Tanzania

The study examined how tourists spend money in Karatu District, in Tanzania, recognized for its rich natural resources and cultural heritage, that contribute to infrastructure development. The study relied on quantitative data from surveys addressed to tourists and local businesses, alongside qualitative information from in-depth interviews with local government officials and other community leaders. The results revealed that tourism has an important influence on local infrastructure, notably transport, sanitation, and public utilities. The analysis shows a positive association between increased tourism activity and improvements in critical infrastructure such as roads, potable water supply, and health services. Such tremendous other improvement in infrastructure has not only enhanced the entire visitor experience but has also improved local people's lives. The research emphasizes the fact that tourism is a critical engine of the economy in Karatu District. Further, investment in tourism revenues should be directed toward targeted infrastructure to bridge existing gaps and sustainable socio-economic development.

Barriers to Smallholder Farmers in Production and Marketing of Wheat in Karatu District, North Tanzania

Smallholder farmers are central to the development of the agriculture sector and they are crucial in contributing to the food security of the majority. Wheat is the fourth most consumed crop in Tanzania. However, the country’s production is only 20% of the consumption demand regardless of the suitable resources for crop productivity. This study aimed to explore the main barriers to smallholder wheat production as the driver in securing national food security and economic development. More specifically, the objectives of this paper were to identify the challenges of Karatu smallholder farmers in the production and marketing of wheat, the extent of the wheat market and the factors that determine farmers' market decisions. Simple random sampling was used to select household respondents from five villages. The collected data from the field, households, and institutions was analyzed by using the Statistical Package for Social Sciences tool. Estimation of the average yields was done by considering the recorded harvest of farmers and weighing them to a randomly selected number of harvest units. Multinomial logistic regression was used to determine the level of influence of independent variables on wheat production and marketing by smallholder farmers. The paper derives a significant level of contribution of numerous variables to the farmers’ production and marketing of wheat in the Karatu district. It was found that smallholder wheat production in Karatu is hindered by various challenges while capital and abiotic variables play the most roles. The findings revealed that the amount of yields was less than one tonne per hectare which indicates below average production. Low yields were a result of the intensity of production challenges and constraints. Additionally, wheat price advantage, capital support, and technical and market assurance emerge as the dominant influences on smallholder farmers' market participation. This paper provides useful information for economic development, specifically information for making relevant decisions on the use of scarce agricultural resources in wheat production and reformulation of agricultural development policies through updated wheat production and marketing information

Effects of Hidden Costs of Fee-Free Education On Students Academic Attainment in Public Secondary Schools in Karatu District, Tanzania

This study aimed at investigating the effects of hidden costs of fee-free education on students’ academic attainment in ordinary level secondary schools in Karatu district, Tanzania. The study employed convergent research resign which used both qualitative and quantitative designs. The study was conducted in 14 public secondary schools selected randomly from 31 public secondary schools in the Karatu district. The sample size was 318, consisting of form four students selected using systematic random sampling whereas fourteen parents, fourteen Head of School’s and fourteen Ward Executive Officers were selected using purposive sampling. Data were collected using questionnaires and semi structured interview guide. Quantitative data were analyzed using descriptive statistics while qualitative data were analyzed thematically. The study found that hidden costs had severe effects on students’ academic attainment. Other negative phenomena found to result from hidden costs include truancy and lack of concentration in class. Based on the findings the study concludes that there are serious negative consequences associated with hidden costs and consequently, in free education provision, hidden costs can be counterproductive, potentially able to decrease the chances of attaining the objectives of free education provision. The study recommends that strategies in free education provision should further expand to counterbalance costs of education. Strategies targeted at enhancing general improvements in people’s wellbeing and livelihood are also measures required to enhance the capacity of parents to shoulder the burden of education.

Land Use Cover Changes and Household Livelihoods Adaptation Strategies in Mbulu and Karatu Districts, Tanzania

The interactions between the human and the biophysical factors at different spatial scales have triggered Land Use Cover Changes (LUCC). The study uses both qualitative (in depth interviews and focus group discussions) and quantitative techniques (household survey and spatial data analysis through the use of Geographical Information Systems (GIS) to acquire information and data for the study. The results have shown that overall LUCC is decelerating in both districts, Mbulu and Karatu across the two-time intervals. In the period between 1987and 2001, cultivation, settlements, wetland, grasslands and bare soils gained at the expense of forest, woodland, bush-land, and water. However, in the period between 2001 and 2015, again cultivation, settlements, wetland and bare soils gained except grassland which joined the categories of losers. The results have also revealed that communities have engaged in long term adaptation strategies to cope with the impacts of land use and land cover changes in the study area. These included agricultural intensification, afforestation programs and engaging in non-farming activities such as bee keeping and tourism. Despite the existing adaptation strategies to LUCC impacts in the study area, still community empowerment for enhancing the strategies is needed. This is due to the fact that, the community has limited options for livelihoods diversification that can absorb shocks and trends attributed to land use/cover change impacts over time and space.

Flea Burden on Rodents and Its Associated Determinants in Plague‐Endemic Localities of Karatu District, Tanzania: A Cross‐Sectional Study

Flea Burden on Rodents and Its Associated Determinants in Plague‐Endemic Localities of Karatu District, Tanzania: A Cross‐Sectional Study

Obsidian Use in Archaeology: A New Insights from Ethnoarchaeological Perspective in Lake Eyasi Basin, Northern Tanzania

Obsidian, a material of enduring archaeological fascination, has been the research focus due to its diverse applications within ancient societies. Its presence at archaeological sites has led scholars to attribute various uses to it, particularly during the Middle and Later Stone Age. This study was conducted to shed light on the social-cultural and symbolic utilization of obsidian in the Lake Eyasi Basin, revealing its intricate role in early and contemporary cultures. The investigation occurred in Mang’ola ward, Karatu District, and Olpiro village within the Ngorongoro Conservation Area (NCA) in the Arusha Region. Ethnographic data and direct observations were conducted on the Datoga people of Lake Eyasi Basin, with participants deliberately selected from diverse age groups. The research uncovered the multifaceted uses of obsidian, revealing that it serves as a protective shield against bad omens and evil spirits, and wards off misfortune.

Availability of Instructional Resources for Quality Education in Public Secondary Schools of Karatu District, Tanzania

purpose of this study was to assess the perceptions of teachers on the availability of instructional resources for quality education among Public Secondary Schools in Karatu District. The study used the descriptive design. It employed both quantitative and qualitative approaches in the sense that both closed ended and open -ended instruments were used to gather data from respondents. A sample size of 237 teacher respondents was determined using the Yamani’s mathematical formulae. Data were collected using questionnaires, interview schedule and documents. Based on the findings, the study concluded that there is inadequate number of teachers especially for science subjects in the schools investigated. The inadequate number of teachers caused the workload to exceed the one required by the policy in a class. Secondly, schools missed reference books and specific subject did not have adequate number of textbooks. Furthermore, schools missed modern facilities like computers and projectors for use during the teaching and learning process. Based on conclusions, the study recommended a need for education administrators to ensure that schools are supplied with adequate number of teachers for each subject. This will reduce teachers’ workloads and enable teachers to spend much of their time with students, helping them to reach their full potentials. Furthermore, there is a need for the government of Tanzania through relevant authorities to look for means to increase the number of required reference books and textbooks.

The Most Vulnerable and High-Risk Groups Sensitive to Impacts of Climate Change in Arusha Region, Tanzania

The study investigated the groups that are more vulnerable and at high risk of climate change impact among the population of the Arusha Region, where four districts out of these seven districts were purposively picked, namely Longido, Arumeru, Arusha Urban, and Karatu districts. A cross-sectional research design was adopted in this study. The systematic random sampling method was used to obtain a sample size. The sample size was 300 respondents. To explore the most vulnerable and high risked groups to impacts of climate change among the population in Arusha region, eight socioeconomic variables such as age, sex, physical ability, topographical location, house status, degree of urbanization, income status, and occupational status were investigated. The findings indicate that children and older adults aged 65> years and above, women, disabled, people in lowlands, rural dwellers, crop cultivator, temporary houses, and lower-income earners are the most vulnerable and high risked groups to impacts of climate change. The chi-square test result of association indicates that there is a statistically significant relationship between (gender, age, physical ability of the population, topographical location, occupational type of the population, degree of urbanization, and type of residential houses of the population) and climate change impacts. However, the chi-square test result of association indicates no statistically significant relationship between the level of income and the effects of climate change. The study concludes that some groups in the population are more vulnerable and high risk to climate change than others because of their location, age, health, income, occupation, and how they go about their day-to-day lives. The study recommends that the government organs critically offer assistance to the mentioned groups by formulating a friendly framework for adaptability and mitigation of climate change impacts.

Challenges in Implementation of Fee-Free Basic Education among Public Secondary Schools in Karatu District, Tanzania

The study sought to establish challenges in implementation of fee-free basic education among public secondary schools in Karatu District using the mixed approach and the convergent parallel research design. Out of 2441 students and 102 teachers from the sampled schools, 97 students and 50 teachers were selected through simple random sampling. Furthermore, 24 school board members, one District Educational Officer and six Heads of School participated in the focus group discussion and the interview schedule. The study revealed that implementation of fee-free education in Tanzania faces challenges which reduce the accuracy of reaching the government expected goals. Among the challenges are poor budget review, lack of financial training and poor accountability by school heads due to limited knowledge on financial management. Based on the findings, the study recommends that the government should ensure that key stakeholders, especially school heads, are well equipped with appropriate skills on financial management in order to curb challenges in implementation of the fee-free basic education among public secondary schools in Karatu District.

Knowledge, Attitudes, and Practice on Malaria Prevention and Treatment among Pregnant Women in Karatu District, Arusha Region, Tanzania

The spread of Malaria has been increasing rapidly in many Sub-Saharan countries including Tanzania. The increase in mortality rate caused by Malaria among people including pregnant women is contributed mainly by the absence of sufficient knowledge, attitudes, and practices of how to prevent and treat Malaria. This study explored knowledge, attitudes, and practice among pregnant women in Malaria prevention and treatment in Endabash Ward, Karatu District, Tanzania. Pregnant women are vulnerable to Malaria due to invasion of the placenta by Plasmodium. This study involved a Descriptive Cross-Sectional Design. The study used Mixed Approach. Data were collected through In-Depth Interview (IDI), Focused Group Discussion (FGD), and Questionnaire. It was found that the majority of pregnant women had an understanding of the meaning, transmission, signs and symptoms and ways of preventing and treating Malaria. However, there were some pregnant women who still lacked knowledge on this condition. It is recommended that policy-makers should improve knowledge and control strategies on Malaria in this population.

AN INVESTIGATION OF THE IMPACT OF CHANGE IN NATURAL RESOURCE USE IN HADZA LIVELIHOOD A case of Eyasi Basin

This study intended to investigate the impact of change in natural resources use in Hadza livelihood for the period 1980 to 2014. The study involved Domanga, Mongo wa Mono and Quang’dend villages in Mbulu and Karatu Districts, respectively. Participatory approaches were used to obtain data for this research. Household interviews, wealth ranking, transect walk and observation were used to obtain data. The data collected were analyzed using SPSS and Excel programmes. Findings showed that the natural habitats of the Hadza were undergoing fast changes now than at any other time in history which brings both negative and positive changes to the Hadza communities. This was mainly evidenced by increase of farms and grazing in traditional hunter-gatherer areas. In Domanga the area settled and cultivated comprised 10% of all land and that in Quang’dendwas 7%. This indicated a great decline in natural fruits, roots, tubers, berries and wild animals which are the major sources of food for the Hadza. Many water sources had also dried out due to increase in use for irrigation and for domestic use in the growing human settlements. There was a noticeable change in the livelihood of the Hadza in Mbulu District where many had started to diversify their livelihood by doing some farming and keeping livestock such as poultry, and engaging in ecotourism. In Karatu District the Hadza were forced to change their livelihood due to marginalization by other communities which deprived them of their natural food sources and water. Within this process many Hadza had become impoverished and others had resorted to untraditional behaviour of heavy drinking, increased social conflicts and even starvation. This research recommends meaningful effort from the government and relevant NGOs should be made to help the Hadza transform safely to modern livelihoods while at the same time granting them rights to some of their ancestral lands.

Attitudes of local leaders towards wildlife conservation in village areas in southern Ngorongoro Conservation Area, Karatu District, Tanzania

Understanding attitudes of local leaders towards conservation issues in village areas surrounding protected areas is vital for the success of sustainable biodiversity conservation. This is because of the need of designing effective conservation programs outside protected areas and to reduce resource-based conflicts involving local communities and protected areas. Twenty villages in Karatu district located between Ngorongoro Conservation Area (NCA) and Lake Manyara National Park (LMNP) were chosen for this study. The data were collected using semi-structured questionnaires administered to 133 local leaders in 20 villages. Findings indicated that attitudes of local leaders towards conservation in the village areas were positive. We observed that 90.3% of the village government members and 50% of the chairpersons considered charcoal making as detrimental to the environment and insignificant to the development of their villages. Majority of the respondents (80.0%) rated that village environmental conservation bylaws are having inadequate penalties for offenders in dealing with the current state of rapid environmental deterioration in village lands. The position of a leader was an important predictor as 87.4% of village chairpersons and 70.0% of the village government members were positive towards conservation in village lands. The implication of the results could be linked to conservation initiatives outside protected areas and understanding the attitudes and securing the support of local leaders. Key words: Environmental conservation, Ngorongoro Conservation Area, wildlife conservation, local communities, protected areas.

Prevention and Mitigation of Intimate-Partner Violence: The Role of Community Leaders in Tanzania.

Intimate-partner violence (IPV) is a major public health issue that disproportionately affects women, especially in Tanzania where 40% of women report experiencing IPV. While IPV research has focused on IPV victims and perpetrators, community leaders can provide valuable insight on IPV at the community level. We conducted 50 key informant interviews with community leaders in nine villages in the Karatu district. These leaders identified common themes regarding IPV causes and consequences, reporting methods, and future recommendations. This information can help mitigate IPV at the community level in future interventions and shows community leaders themselves could be powerful tools in future IPV programming.

Health Symptoms Associated with Pesticides Exposure among Flower and Onion Pesticide Applicators in Arusha Region.

Introduction:Pesticides are extensively used in agriculture to control harmful pests and prevent crop yield losses or product damage. In Tanzania several studies have been conducted on health effects of pesticides on agricultural workers. However, there are few studies on neurological health symptoms associated with pesticide exposure in flower and onion farms.Objective:The objective of this cross-sectional study was to assess health symptoms associated with pesticide exposure among flower and onion pesticide applicators in the Arusha region, Tanzania.Methods:Data on demographic variables and health symptoms associated with pesticide exposure were collected from 140 males who were employed in spraying pesticides on flower and onion farms in Arusha, Meru and Karatu districts between April and May 2017. The study participants were interviewed using a structured questionnaire with questions focusing sociodemographic characteristics, occupation, pesticide exposure, common type of pesticide used in the area and neurological symptoms experienced during and after pesticide spraying. To determine the intensity of pesticide exposure, acetylcholinesterase assay was done by using the Test-mate Model 400 device with a photometric sensor.Results:Ninety-five percent of pesticide applicators reported handling organophosphate pesticides. Body weakness was the most frequently reported neurological symptom (57.1%) followed by perspiration and headache (40.7%), poor appetite and depression (29.3%) and irritation (26.4%). About 27% of pesticide applicators had an acetylcholinesterase level below the limit value.Conclusion:A high proportion of neurological health symptoms and cholinesterase test depression was noted among pesticide applicators in both farms. There is a need to conduct further studies to ascertain causality for such high instances of neurological symptoms.

Childhood Trauma, Gender Inequitable Attitudes, Alcohol Use and Multiple Sexual Partners: Correlates of Intimate Partner Violence in Northern Tanzania.

Intimate partner violence (IPV), including physical, sexual, emotional, and economic violence, has profound immediate and long-term effects on individuals and communities worldwide. To date, few studies have focused on couples' reporting of IPV. The aim of this article is to present the results of a survey of couples' reporting of IPV and the individual, interpersonal, and social correlates of IPV in northern Tanzania. Four hundred fifty couples from Karatu District, Tanzania, completed a questionnaire measuring attitudes on gender norms and relations, men's experience of childhood trauma, and men's perpetration and women's experience of IPV. We found high levels of acceptance and experience of IPV: 72% of men justified a husband's perpetration of IPV, and 54% of men and 76% of women said that a woman should tolerate violence to keep her family together. The majority of women had ever experienced IPV (77.8%), and 73.6% and 69% had experienced IPV in the past 12 and 3 months, respectively. Men were significantly less likely to report that they had committed IPV: 63.6% ever, 48.9% in the past 12 months, and 46.2% in the past 3 months. Multivariate logistic regression found that younger men, men who reported gender inequitable attitudes, childhood trauma, multiple sexual partners, and alcohol use were significantly more likely to report IPV perpetration in the past 3 months. Younger women, and women with low levels of education and reported food shortages were significantly more likely to report IPV in the past 3 months. These results indicate that social and individual acceptance and justification of IPV are common. Experience of violence persists over time in many relationships. This study demonstrates the need for interventions that address individual-, interpersonal-, and community-level determinants of IPV, including attitudes regarding gender equity, exposure to violence as children and intergenerational violence, lack of education, and poverty.

An Investigation of Impact of Change in Natural Resources Use in Hadzabe Livelihood: A Case of Eyasi, Tanzania

This study intended to investigate the impact of change in natural resources use in Hadza livelihood for the period 1980 to 2014. The study involved Domanga, Mongo wa Mono and Quang’dend villages in Mbulu and Karatu Districts, respectively. Participatory approaches were used to obtain data for this research. Household interviews, wealth ranking, transect walk and observation were used to obtain data. The data collected were analyzed using SPSS and Excel programmes. Findings showed that the natural habitats of the Hadza were undergoing fast changes now than at any other time in history which brings both negative and positive changes to the Hadza communities. This was mainly evidenced by increase of farms and grazing in traditional hunter-gatherer areas. In Domanga the area settled and cultivated comprised 10% of all land and that in Quang’dendwas 7%. This indicated a great decline in natural fruits, roots, tubers, berries and wild animals which are the major sources of food for the Hadza. Many water sources had also dried out due to increase in use for irrigation and for domestic use in the growing human settlements. There was a noticeable change in the livelihood of the Hadza in Mbulu District where many had started to diversify their livelihood by doing some farming and keeping livestock such as poultry, and engaging in ecotourism. In Karatu District the Hadza were forced to change their livelihood due to marginalization by other communities which deprived them of their natural food sources and water. Within this process many Hadza had become impoverished and others had resorted to untraditional behavior of heavy drinking, increased social conflicts and even starvation. This research recommends meaningful effort from the government and relevant NGOs should be made to help the Hadza transform safely to modern livelihoods while at the same time granting them rights to some of their ancestral lands.

Factors associated with flea infestation among the different rodent species in Mbulu and Karatu districts, northern Tanzania

Flea infection with the bacterium, Yersinia pestis is acquired from reservoirs which include several rodents and other small mammals. In areas that are endemic of plague, reservoirs of Y. pestis and various flea vectors are responsible for perpetuating existence of the disease. The objective of this cross sectional study was to investigate the magnitude and factors associated with flea infestation among different rodent species of northern Tanzania, where outbreaks of plague have been recently reported. House rodents were trapped with box traps, while field and forest rodents were trapped with Sherman live traps. Fleas were removed from the rodents by using shoe-shining brush and were identified to genus level. Among the captured rodents, Rattus rattus (26.5%), Lophuromys flavopunctatus (16.5%), Praomys delectorum (16.2%) and Mastomys natalensis (32.3%) were most abundant rodent species, accounting for 91% of all species. Altogether, 805 fleas belonging to nine species were collected from 61% of the captured rodents. The most common fleas were Xenopsylla spp.; Dinopsyllus spp and Ctenophthalmus spp. Fleas were found to be highly abundant in M. natalensis, R. rattus, P. delectorum and L .flavopunctatus. Most of rodents were heavily infested with various flea species. These flea species probably play an important role in the transmission of plague in these two districts. We conclude that rodent species was the most important risk factor associating with flea infestation among the rodent population. Therefore, measures for control and prevention of plague in this area should particularly target rodents associated with high intensity of flea infestation.

Evidence of Yersinia pestis DNA in rodents in plague outbreak foci in Mbulu and Karatu Districts, northern Tanzania.

Human plague remains a public health concern in Tanzania despite its quiescence in most foci for years, considering the recurrence nature of the disease. Appreciable researches have involved serological screening of rodents, fleas and humans but none has involved molecular detection and hence proving the presence of Yersinia pestis in rodents in the most recent affected foci, Mbulu and Karatu districts in northern Tanzania. The objective of the current study was to employ a simple PCR to detect Yersinia pestis plasminogen activator (pla) gene in various potential mammalian hosts/reservoirs. The study was conducted in five villages in Mbulu and one in Karatu districts during the period of no disease outbreak. Rodents and small wild carnivores were captured, anaesthetized, identified, sexed and autopsied. Liver, spleen, heart and lung specimens were collected and DNA extracted after which PCR was used to detect the Y. pestis pla gene. A total of 517 small mammals were captured; of which, 493 (95.4%) were from Mbulu and 24 (4.6%) from Karatu. Two Mastomys natalensis (one from each district) and one Gerbilliscus sp. in Mbulu district were positive for Y. pestis pla gene. In conclusion, our results have provided a proof on the presence of Y. pestis in the two rodent species (Mastomys natalensis and Gerbilliscus sp.) and thus providing indicative evidence that the two are potential reservoirs of the pathogen and hence may be responsible for maintaining the same during periods of no disease outbreaks.

An Intensity Analysis of land-use and land-cover change in Karatu District, Tanzania: community perceptions and coping strategies

Land-use and land-cover changes (LULCCs) are the result of complex interactions between the human (cultural, socio-economic and political) and the biophysical environment at different spatial scales. The present study assessed the spatial distribution of LULC (1976–2008) in the high and low altitude zones in the northern highlands of Karatu, Tanzania, using both qualitative (in-depth interviews and focus group discussions) and quantitative techniques (Intensity Analysis). The qualitative approach was used to elicit information on the coping strategies adopted by land users as transitions occurred with time and the Intensity Analysis was used to assess the systematic land losses, gains and persistence of the various land categories with time. The results of the Intensity Analysis show that overall land transformation is decelerating in both agro-ecological zones across the two time intervals. In the low altitude zone, woodland, settlements and bushland are active categories unlike cultivated and grassland, which are dormant. In the low altitude zone, grassland systematically loses to cultivated areas during both time intervals. However, in the high altitude zone, forest systematically loses to woodland during both time intervals. In both agro-ecological zones, land change was rapid during the first interval and slowed during the second. We suggest that the fast change in land during the first interval may be attributed to the villagization policy in the 1970s that sought to drive the population towards rural settlements.

English

  This paper assessed the influence of consumers on sorghum based clear beer (Eagle) value chain in Tanzania. The specific objectives were to assess consumers’ preferences and market potential of Eagle beer in Tanzania. The study areas were Moshi Rural and Karatu Districts in Kilimanjaro and Arusha regions respectively in Northern Tanzania. In these regions, the Eagle beer was launched for the first time by the manufacturers, that is, Tanzania Breweries Limited (TBL) in 2007. The respondents were selected purposely from different drinking outlets in Moshi Rural and Karatu districts. The findings show that the majority of the Eagle consumers were males, 87% in Moshi Rural and 93% in Karatu districts, respectively and their mean age was 36 years. The educational level of most of the consumers was primary education that is 63% for Moshi Rural and 67% for Karatu districts, respectively. The majority of consumers were married that is 73% in Moshi Rural and 60% in Karatu districts respectively. Most consumers shifted to Eagle due to reasonable price followed by its taste. The mean beer consumption was 20.5 bottles (500 ml) per week for Moshi Rural district consumers and 32 bottles per week for Karatu district consumers. Most preferred drinking outlet in Moshi Rural was bar (43%) followed by grocery stores (33%) whereby in Karatu, the most preferred outlet was grocery store (53%) followed by bars (43%). Most Eagle consumers shifted from drinking other beer brands and very few shifted from drinking spirits and locally produced beer or wines. However, 83% of Eagle consumers in Moshi Rural and 86% in Karatu districts respectively were consuming TBL products before switching to Eagle beer. The remaining were consuming non-TBL products and local drinks. The logistic regression analysis whereby consumers’ willingness to buy (WTB) Eagle beer was a dependent variable, showed that consumers’ taste of Eagle beer, consumers’ preference, grocery stores and bars were statistically significant. Log-linear regression analysis results whereby Eagle beer weekly consumption was a dependent variable showed that consumers’ taste and preference of Eagle beer and household income were statistically significant. Therefore, it is concluded that price, taste, preferences and household income had influence on Eagle beer consumption in Moshi Rural and Karatu districts respectively. It is therefore recommended that more marketing and promotion should be done in order to capture the market share that is still enjoyed by locally produced drinks and non-TBL products. However, care should be taken as this might cannibalize other TBL brands. Hence, as long as Eagle market is there, TBL will continue to buy sorghum from farmers and therefore farmers’ income will be improved.   Key words: Consumer preference, market potential, Sorghum based clear beer.