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Mashapa et al

Greener Journal of  Social Sciences Vol. 4 (3), pp. 085-093, March 2014

  ISSN: 2276-7800 © 2011 GJSS

Research Paper

Manuscript Number: 012414062


Assessment of Market Potential for Horticultural Produce for Smallholder Farmers around Mutare City, Eastern Zimbabwe


Clayton Mashapa1*, Elton Mudyazvivi2, Patience Mhuriro-Mashapa3, Tawona Matenda1, Wonder Mufunda4, Lighton Dube5,

Patience Zisadza-Gandiwa6, Bertha Mashayamombe7,

Edson Gandiwa8 and Never Muboko8


1Caritas International, Zimbabwe, Catholic Diocese of Mutare, Private Bag 877, Mutare, Zimbabwe.

2Netherlands Development Organisation, SNV Zimbabwe Office, 6 Caithness Road, Eastlea, Harare, Zimbabwe.

3Department of Agricultural Economics, University of Zimbabwe, P. O. Box MP 167, Mt Pleasant, Harare, Zimbabwe.

4Caritas International, Zimbabwe, National Office, Africa Synod House, corner Fourth Street and Selous Avenue, Harare, Zimbabwe.

5Faculty of Commerce and Law, Zimbabwe Open University, National Office, P. O Box MP 111, Mt Pleasant, Harare, Zimbabwe.

6Transfrontier Conservation Areas Office, Parks and Wildlife Management Authority,

P.O. Box CY 140, Causeway, Harare, Zimbabwe.

7Department of Agriculture and Extension Services, Ministry of Agriculture, Machanisation and Irrigation Development, P O. Box 842, Mutare, Zimbabwe.

8Department of Wildlife and Safari Management, Chinhoyi University of Technology,

Private Bag 7724, Chinhoyi, Zimbabwe.


*Corresponding Author’s Email: clayiemashapa @ yahoo. co. uk, Mobile: +263 772 59 17 17


We carried out a market assessment to understand horticulture market dynamics around Mutare City, eastern Zimbabwe. We used the value chain development approach of starting from understanding what the market wants then using information gathered to inform producers of horticultural produce. This approach is underpinned by market-led production concept. Our study results highlighted opportunities for the participation of smallholder farmers in the horticulture sub-sector value chain; it provides horticulture market intelligence to smallholder farmers as to which crops to grow, when and for which market niche. There are opportunities for smallholder farmers to fill the identified horticultural produce demand gap around Mutare City, eastern Zimbabwe. Smallholder farmers could capitalize on the opportunity of horticulture produce scarcity that exists across Mutare City, so as to engage in market-led horticulture production. Our study contributes to a knowledge base of horticulture value chain development around Mutare City, eastern Zimbabwe and related areas aimed at economic development and peri-urban and urban household poverty reduction, which involves addressing the major constraints and opportunities faced between farmers and traders at marketing systems along the given horticultural value chain.

Keywords: smallholder farmer, horticulture, market-led production, peri-urban, urban, Mutare City.

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