TAHA Develops Digital Platform to Transform Horticultural Trade
Through this centralised marketplace, farmers, cooperatives, processors, buyers, exporters, logistics providers, and certification bodies can seamlessly connect, engage, and transact within a transparent and efficient ecosystem.
SUNDAY October 19, 2025
By Patty Magubira
The Tranquility News Reporter, Tanzania
The Tanzania Horticultural Association (TAHA) has developed a digital platform as part of its broader mission to modernise and strengthen market linkages within the country’s horticultural value chain.
The platform, known as HortiMarket, aims at unifying all actors in the value chain—enhancing transparency, efficiency, and inclusivity, while driving the digital transformation of horticultural marketing and trade in Tanzania.
Through this centralised marketplace, farmers, cooperatives, processors, buyers, exporters, logistics providers, and certification bodies can seamlessly connect, engage, and transact within a transparent and efficient ecosystem.
The platform is a brainchild of the TAHA Research and Information Centre (TARIC)—a central hub dedicated to delivering timely, reliable, and evidence-based information to inform decision-making in the horticultural industry.
The portal was recently unveiled to various stakeholders, including development partners and industry actors.
Stakeholders can access horticultural information through multiple channels: Website: www.taric.co.tz, Mobile App: TaricApp (available on Play Store and App Store), WhatsApp Chatbot: +255 743 602 598, USSD Code: 14921#
Key Features and Benefits
According to Mr Steven Mhiliwa, TAHA’s Head of Knowledge and Innovation, HortiMarket is designed to address persistent market inefficiencies, improve price transparency, streamline logistics, and strengthen quality assurance.
He noted that the platform would also include trade facilitators or influencers, who will earn commissions for promoting quality production and marketing horticultural crops at local, regional, and international levels.
“HortiMarket is set to unlock new opportunities for all value chain actors,” said Mr Mhiliwa.
“Its modular and forward-looking design allows for continuous evolution with emerging technologies, positioning Tanzania’s horticulture sub-sector for sustainable growth, competitiveness, and global market integration,” he added.
Strategic Vision and Support
Mr Mhiliwa emphasized that HortiMarket is a strategic response to market access challenges that have long hindered the growth and competitiveness of the horticultural industry.
By digitizing trade interactions, integrating real-time market intelligence, and enhancing supply chain coordination, the platform empowers stakeholders to make informed decisions, expand their market reach, and improve profitability.
TAHA expressed its gratitude to TradeMark Africa and Beyond Framing Collective (BFC)—with funding from the Bill & Melinda Gates Foundation—for their financial support in developing the HortiMarket platform.
Growing Demand and Regional Opportunity
Speaking on behalf of TAHA CEO, Dr Jacqueline Mkindi, the TAHA Chief Development Manager, Mr Anthony Chamanga, highlighted the growing demand for horticultural crops within Tanzania and across Africa as a key motivator behind the platform’s creation.
“We’ve traditionally focused on international markets, only to realise that significant opportunities exist within the country and across the continent,” Mr Chamanga said.
He noted that African countries imported horticultural crops worth $10 billion in 2024—up from $7.6 billion in 2014. TAHA aims at tapping into this opportunity by ramping up production of high-end horticultural products.
We’ve traditionally focused on international markets, only to realise that significant opportunities exist within the country and across the continent,” Mr Anthony Chamanga, the TAHA Chief Development Manager.
Mr Chamanga cited South Africa as an example, which has been importing avocados from Tanzania over the past three years, displacing former suppliers like Israel and Spain during off-season periods. In 2024 alone, Tanzania exported avocados worth approximately $4 billion to South Africa.
Long-Term Production Strategy
Tanzania currently produces around 12 million tonnes of horticultural crops annually—up from 8.4 million tonnes in 2004. However, regional demand is surging.
The East African Community and the Southern African Development Community, both of which Tanzania is part of, have a combined population of over 700 million people, projected to reach 1.4 billion by 2050. Their collective demand for horticultural produce is estimated at 200 million tonnes.
To address this demand, TAHA has developed a strategy aligned with Tanzania’s Agricultural Master Plan and Vision 2050, aiming at reaching 30 million tonnes of horticultural production annually within the next 25 years.
“My message to farmers is simple: You are in the right industry. Invest in it. Learn about the market before planting. Understand what’s needed—quantity, quality, and timing—and work closely with TAHA and other players to access accurate information,” said Mr Chamanga.
Practical Benefits for Farmers and Suppliers
Dr Steven Tumaini, the TAHA Head of Marketing, noted that HortiMarket will significantly ease the department’s task of supporting over 500,000 smallholder farmers across 26 regions in Tanzania.
“With HortiMarket, we can access real-time market information online,” said Dr Tumaini, explaining: “Input suppliers will also benefit, as the system will be updated daily to reflect accurate prices and market requirements.”
The portal will enable stakeholders to identify available crops, the number of growers, their locations, and expected quantities—helping improve planning and coordination across the value chain.
Mr Edward Kabuje, an avocado farmer from Rungwe District, Mbeya Region, welcomed the development.
“Now we’ll be able to access historical, current, and future price data at a glance. That will reduce the price manipulation often caused by middlemen,” he said.
“The session on financial institutions during the seminar was especially important, because access to capital remains a major challenge for smallholders. We need loan facilities to move forward.”
HortiMarket undeniably represents a transformative step for Tanzania’s horticultural industry. By leveraging digital tools, real-time data, and inclusive design, the platform is poised to empower stakeholders, open new markets, and drive the industry towards a sustainable, competitive, and globally integrated futureΩ
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The Tranquility News Reporter/Sub Editor, Tanzania
Patty Magubira is an experienced environmental and business editor whose career started at the Tanzania's state-owned newspaper - The Daily News. He is a man of perfection. Aided by his extensive training as a community forestry expert before joining Tanzania School of Journalism. Magubira had successfully held various key posts in newsrooms, giving him an unmatched connections in media fraternity. Having worked as a bureau chief in Arusha and Mwanza, he managed to build a team work, boosting sales to the highest level ever. He was then promoted to a sub-editor after completing a training in Nairobi, Kenya. His incredible experience, critical thinking and exposure are critical to the quality of any media outlet.
