The Tanzania Horticultural Association (TAHA) has officially launched HortiMarket, a cutting-edge digital platform designed to connect farmers, buyers, exporters, and service providers, transforming the way horticultural products are traded across Tanzania. Developed by the TAHA Research and Information Centre (TARIC), the platform enhances transparency, coordination, and efficiency in the horticultural value chain through real-time access to market data, logistics, and quality standards.
HortiMarket serves as a centralized online marketplace supporting over 500,000 smallholder farmers across 26 regions. Its primary goal is to bridge the information gap between producers and buyers by offering real-time updates on prices, product availability, and demand—empowering informed decision-making and improving value chain performance.
According to Steven Mhiliwa, TAHA's Head of Knowledge and Innovation, HortiMarket was developed to address persistent challenges such as price opacity, inefficient logistics, and weak coordination among value chain actors. He highlighted that the platform's modular design allows for continuous innovation and integration of emerging technologies, ensuring Tanzania's horticultural sector remains competitive and sustainable in both regional and global markets.
Anthony Chamanga, TAHA's Chief Development Manager, emphasized that the initiative responds to rising regional demand for fresh produce. He noted that African countries imported horticultural products worth approximately USD 10 billion in 2024, up from USD 7.6 billion a decade earlier, with Tanzania increasingly supplying key markets such as South Africa, which has sourced Tanzanian avocados over the past three years. In 2024 alone, Tanzania's avocado exports to South Africa were valued at around USD 4 billion.
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