The Tanzania Horticultural Association (TAHA) has launched HortiMarket, a digital platform connecting farmers, buyers, exporters, and service providers to improve transparency and coordination in the horticultural value chain.
Developed by the TAHA Research and Information Centre (TARIC), the online system serves as a centralized marketplace where users can trade and access real-time information on prices, logistics, and quality standards. The platform aims to narrow the information gap between producers and buyers, providing data to support market decisions.
TAHA's Head of Knowledge and Innovation, Steven Mhiliwa, said the platform was created to address challenges such as limited price transparency, inefficient logistics, and weak coordination between value chain actors. "HortiMarket's modular design will allow continuous updates and integration of new technologies, supporting the competitiveness and sustainability of Tanzania's horticultural sector in regional and global markets," he said.
According to TAHA Chief Development Manager, Anthony Chamanga, the system responds to growing regional demand for horticultural products. He noted that African countries imported fresh produce worth about US$10 billion in 2024, compared with US$7.6 billion a decade earlier. Tanzania has increasingly supplied neighbouring countries, including South Africa, which has sourced avocados from Tanzania for the past three years, replacing traditional off-season suppliers such as Israel and Spain. In 2024, avocado exports to South Africa were valued at approximately US$4 billion.
TAHA's Head of Marketing, Dr Steven Tumaini, said the platform will enhance coordination among more than 500,000 smallholder farmers supported by TAHA in 26 regions. The system also involves trade facilitators to promote quality production and marketing of horticultural products domestically and internationally, earning commissions based on performance.
According to the Ministry of Agriculture, horticultural crop production in 2022/2023 reached 8.44 million tons. TAHA reported that the value of Tanzania's horticultural exports rose to US$417.7 million in 2023, up 43.9% from US$290.1 million in 2022. Europe remains the largest destination, accounting for about 40% of exports, followed by India at 30% and the Middle East at 19%. Within Africa, South Africa and Kenya represent 11% of export volumes.
Tanzania continues to diversify its markets, expanding exports to China and other Asian countries, while developing digital tools such as HortiMarket to improve coordination and efficiency across the value chain.
Source: TanzaniaInvest
