Tanzania’s horticulture sector goes digital with HortiMarket platform

TANZANIA – The Tanzania Horticultural Association (TAHA) has launched a new digital platform called HortiMarket to modernize the country’s horticulture industry.

Through its research and information arm, the Tanzania Research and Information Centre (TARIC), TAHA aims to bridge long-standing information gaps and improve transparency for smallholder farmers across the country.

The platform, accessible via www.taric.co.tz, the TaricApp mobile app, a WhatsApp chatbot, and the USSD code 14921#, connects smallholder farmers, buyers, exporters, and logistics providers in real time.

Tackling long-standing inefficiencies

For years, farmers in Tanzania’s horticulture industry have struggled with limited access to markets and pricing information, often relying on middlemen who captured much of the value. That challenge may now begin to change.

“Now we can see market prices and trends directly,” said one farmer from Rungwe in the Mbeya region, reflecting the new sense of control that the platform offers.

TAHA’s Head of Innovation and Knowledge Management, Steven Mhiliwa, said the new portal represents “a major reform to improve transparency, efficiency and profitability.”

TAHA Chief Executive Officer Jacqueline Mkindi added that HortiMarket allows users to access market prices, trends, logistics options, and certification services even in low-connectivity areas. “This will help farmers make informed decisions, plan better, and grow their businesses,” she said.

Connecting producers to regional and global trade

The platform also seeks to expand Tanzania’s presence in regional and international markets. TAHA Chief Development Manager, Anthony Chamanga, said African countries imported about US$10 billion worth of horticultural produce in 2024, up from US$7.6 billion a decade earlier. “This shows there’s a huge market for Tanzanian growers,” he said.

Tanzania’s avocado exports alone reached around US$4 billion in 2024, indicating rising demand. By connecting farmers directly with buyers, exporters, and logistics providers, HortiMarket aims to help producers capture greater value from these opportunities.

Empowering smallholders and building a digital future

According to TAHA’s marketing team, HortiMarket is designed to serve over 500,000 smallholder farmers across 26 regions. It also includes “trade facilitators” who help maintain quality standards, market products, and promote exports. These facilitators earn performance-based commissions, encouraging accountability and better service delivery.

The system’s modular design allows for future improvements. Planned additions include blockchain-based traceability, digital payment options, and AI forecasting tools. These upgrades will support compliance with export standards and strengthen Tanzania’s global competitiveness.

What this means for Tanzania’s horticulture

Farmers can now access real-time information on pricing, buyer demand, and logistics, while exporters gain clearer visibility into supply chains and sourcing options. The initiative supports a growing sector whose exports hit US$417.7 million in 2023, a 43.9 percent rise from the previous year.

TAHA acknowledges that HortiMarket’s success depends on widespread adoption, stable connectivity, and strong logistics systems. However, the move marks an important step toward digital integration and greater efficiency in Tanzania’s horticultural trade.

As Ms. Mkindi concluded, “This is not just a technology tool. It’s a bridge connecting farmers to markets and opportunities that were once out of reach.”

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