By Business Insider Reporter
Tanzania’s horticultural industry has taken a major leap toward digital transformation following the launch of HortiMarket, an innovative online trading platform designed to connect farmers, buyers, exporters, and logistics providers in real time.
Developed by the Tanzania Horticultural Association (TAHA) through its Research and Information Centre (TARIC), HortiMarket aims to modernise the country’s horticultural value chain by eliminating middlemen, improving transparency, and bridging the persistent information gap between producers and markets.
Accessible via the website www.taric.co.tz, the TaricApp mobile app, a WhatsApp chatbot and USSD code 14921#, the platform enables users to trade products directly, monitor market prices, check logistics options, and access quality standards information.
A digital marketplace for 500,000 farmers
TAHA’s Head of Knowledge and Innovation, Steven Mhiliwa, said the system is a response to long-standing challenges facing Tanzania’s horticultural value chain – such as unpredictable prices, inefficient logistics, and weak coordination among stakeholders.
“HortiMarket provides farmers with real-time price updates and market trends, allowing them to make better business decisions while connecting directly with local and international buyers,” he explained.
Mhiliwa added that the platform’s modular design allows it to evolve with new technologies, ensuring its relevance and scalability as the horticultural sector grows.
Bridging supply and demand across borders
TAHA Chief Development Manager Anthony Chamanga emphasised that the platform is not just a local trading tool – it is also a gateway to regional and global markets.
He noted that African countries imported horticultural products worth around US$ 10 billion in 2024, up from US$ 7.6 billion a decade earlier. Tanzania is increasingly capitalising on this trend by exporting more to neighbouring countries, including South Africa, which has sourced Tanzanian avocados for the past three years, replacing Israel and Spain during off-seasons.
In 2024 alone, Tanzania’s avocado exports to South Africa reached US$ 4 billion, reflecting the country’s growing competitiveness in premium markets.
Empowering Smallholders and Boosting Exports
According to Dr. Steven Tumaini, TAHA’s Head of Marketing, HortiMarket will enhance coordination among the more than 500,000 smallholder farmers supported by TAHA in 26 regions nationwide.
He said that beyond facilitating transactions, the platform integrates trade facilitators who promote quality assurance and market expansion while earning performance-based commissions.
“This ensures every participant in the value chain benefits from efficiency and accountability,” Dr. Tumaini added.
The system also supports traceability and compliance, key requirements for accessing high-value export markets in Europe and Asia.
A Booming Industry Anchored on Innovation
According to the Ministry of Agriculture, Tanzania’s horticultural production reached 8.44 million tonnes in the 2022/23 financial year. In 2023, the country exported US$ 417.7 million (TSh 1.04 trillion) worth of horticultural products—a 43.9 percent increase from the previous year’s US$ 290.1 million (TSh 725.25 billion).
Europe remains the largest destination for Tanzania’s produce, accounting for 40% of exports, followed by India (30 percent), the Middle East (19 percent), and regional markets like South Africa and Kenya (11 percent).
Tanzania is also expanding its footprint into China and other Asian markets, signalling the diversification of export destinations.
Driving a digital green revolution
By integrating digital tools into agriculture, TAHA is aligning with the government’s broader Digital Economy Strategy, which seeks to boost efficiency, traceability, and competitiveness across key export sectors.
Industry analysts say that platforms like HortiMarket could redefine Tanzania’s agricultural trade by offering transparency, boosting farmer incomes, and making data-driven planning a reality.
“Digital agriculture is the next growth frontier,” one expert noted. “HortiMarket positions Tanzania to capture more value from every tonne of fresh produce leaving its farms.”
As the platform rolls out nationwide, it is expected to create new pathways for smallholders, accelerate exports, and strengthen Tanzania’s status as East Africa’s horticultural hub. With more than US$ 400 million in annual exports, horticulture is Tanzania’s fastest-growing agricultural sub-sector. If fully adopted, HortiMarket could become the backbone of a more transparent, efficient, and profitable value chain – linking the farm directly to global markets.
