Tanzania’s horticulture industry is poised for a significant breakthrough with the emergence of a lucrative new market in Europe. Recently, the Tanzanian Horticulture Association (TAHA) orchestrated a high-profile delegation of growers and exporters to showcase the country’s horticultural potential at Fruit Logistica, Europe’s premier fresh produce trade show in Berlin.
TAHA’s pavilion garnered accolades as the best among its African counterparts, attracting numerous potential buyers keen on striking deals for Tanzanian avocados, okra, bitter gourd, and African bird’s eye chili, among other products.
One notable buyer, Frankfurt-based Daily Green Company, expressed keen interest in Tanzania’s okra, bitter gourd, and African bird’s eye chili, prompting the dispatch of a senior official to Arusha to solidify an export agreement with local farmers. During discussions with Taha's management, led by chief development manager Anthony Chamanga, the German firm expressed its need for a minimum of 2,340 tonnes of okra annually, potentially earning Tanzanian farmers at least Sh3.51 billion.
Daily Green also signaled its readiness to purchase 2,880 tonnes of bitter gourd and 520 tonnes of African bird’s eye chili, representing significant revenue potential for Tanzanian farmers. Mr. Chamanga assured Daily Green of TAHA’s unwavering support throughout the process, highlighting the organization's commitment to facilitating such partnerships.
In addition to fostering buyer relationships, TAHA has engaged with five potential investors interested in injecting capital and advanced technology into Tanzania’s horticulture sector.
Mr. Chamanga affirmed TAHA’s dedication to supporting prospective buyers and investors, acknowledging the contributions of development partners such as the government, the Swedish embassy, the World Food Programme (WFP), and the Tanzania Agricultural Development Bank (TADB) in enabling TAHA’s participation in the Fruit Logistica trade show.
As part of its strategy to empower women and youth, Taha plans to allocate the majority of new business opportunities to Tanzanian women and youth, aligning with the government’s Building a Better Tomorrow (BBT) initiative.
This development heralds a significant milestone for Tanzania’s horticulture industry, offering increased market access for smallholder farmers and paving the way for substantial growth in the years ahead.
Citing Bank of Tanzania data, TAHA CEO Jacqueline Mkindi highlighted the industry's growing economic contribution, with earnings reaching nearly $418 million in 2023, up from $290 million in 2022. Mkindi emphasized the government's strategy to propel the horticulture sector to generate at least $2 billion annually by 2030, thereby creating employment opportunities and fostering economic prosperity across the value chain.