The ManicaPost
Tendai Gukutikwa
Post Reporter
Manicaland’s agricultural sector is undergoing major transformation as more small-scale farmers and vendors have embraced mass markets.
Instead of relying on traditional channels such as local markets and cooperatives for distribution, farmers are now accessing a larger and more diverse customer base through e-commerce.
A recent survey conducted by Post Business at Mutare’s Chikanga and Dangamvura produce markets revealed that farmers are also making use of direct sales.
Two state-of-the-art mass markets have been constructed for local farmers and vendors in both suburbs.
In an interview, Mr Clever Mukove of Knowledge Transfer Africa (KTA) said the shift has several benefits for farmers, including increased income, employment, risk reduction and improved quality standards.
“Mass markets are critical in the development of agriculture and rural farmers because that is where the majority of small-holder farmers are located.
“It has been established that at least 70 percent of small-holder farmers’ produce end up in mass markets,” said Mr Mukove.
He said there is need for more mass markets.
“Mass markets significantly contribute to employment creation and rural development, so we recommend the enactment of a policy that provides for them. Money should be availed for the development of such infrastructure,” he said.
Mr Mukove said in partnership with the Participatory Land Use Management (PELUM), KTA is implementing a project that seeks to lobby for the recognition, support and protection of mass markets for Manicaland produce.
Interviewed vendors applauded the provision of e-mass markets and physical ones.
Mr Matthias Mangena of Birchenough Bridge who sells his produce at Chikanga market said they are facing sanitation and hygiene challenges at Chikanga Sport Field Market, adding that they cannot wait to be moved to a more appropriate mass market.
“We come to Chikanga Sports Field every morning to sell our produce but we are also selling our wares electronically. Connecting with our customers online has proved to be useful. Sales go up when you interact with more customers digitally,” he said.
However, some interviewed farmers and vendors revealed that if not implemented well, mass markets can increase competition and costs.
Mr Mukove said farmers need to adapt better production methods, marketing strategies and business models to succeed in the mass market environment.
