@justdiggit In this video series, we want to introduce you to a couple of farmers in Monduli, Tanzania who are #regreening their land. They work hard in regreening their own dry and degraded land by digging #earthsmiles and restoring trees. #somethinggood ♬ original sound - Justdiggit

🌿🎶 Where Love Meets the Marketplace

Just as “Asha Wangu” by Mzungu Kichaa and Sauti Sol celebrates connection, devotion, and the human pulse that binds people together, Tanzania’s new HortiMarket Platform channels that same spirit of unity into the agricultural world by linking farmers, buyers, exporters, and service providers across the country. The song’s warm Afro‑fusion energy mirrors the platform’s mission: turning scattered voices into a shared rhythm, transforming isolated growers into a coordinated community, and giving the horticulture sector a beat that moves with purpose. In both the music and the marketplace, the message is the same — connection creates possibility, and when people find each other, value multiplies.

🎶 🌱 📊 🧺 📦 🤝 🌍 🚜 💧 🥭 🧑🏾‍🌾 🇹🇿 🥬 🔊 Asha Wangu - Mzungu Kichaa, Sauti Sol

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Tanzania’s horticulture sector has taken a major digital leap with the launch of HortiMarket, a platform designed to connect farmers, buyers, exporters, and service providers nationwide.

The initiative aims to close long‑standing information gaps and modernize one of the country’s fastest‑growing agricultural industries.

🌱 A Centralized Digital Marketplace

The Tanzania Horticultural Association (TAHA) unveiled HortiMarket as a centralized online marketplace where users can trade horticultural products and access real‑time data on prices, logistics, and quality standards. Developed by the TAHA Research and Information Centre (TARIC), the platform is accessible through a website, mobile app, WhatsApp chatbot, and USSD code, ensuring broad reach across rural and urban areasTanzaniaInvest+1.

📊 Closing the Information Gap

TAHA officials say the platform was created to address persistent challenges such as limited price transparency, inefficient logistics, and weak coordination among value‑chain actors. By offering real‑time updates on production, demand, and market trends, HortiMarket empowers farmers to make informed decisions and negotiate better prices.

👩🏾‍🌾 Supporting Over Half a Million Farmers

The platform is expected to enhance coordination among more than 500,000 smallholder farmers supported by TAHA across 26 regions of Tanzania. According to TAHA’s Head of Marketing, the system will also help trade facilitators improve quality control and earn performance‑based commissions, strengthening professionalism within the sectortrendsnafrica.com.

🚜 Responding to Rising Regional Demand

TAHA notes that regional demand for horticultural products has surged, with African countries importing produce worth USD 10 billion in 2024, up from USD 7.6 billion a decade earlier. Tanzania has increasingly become a key supplier, particularly to South Africa, which has sourced Tanzanian avocados for the past three years, reaching export values of around USD 4 billion in 2024.

🌍 A Step Toward Global Competitiveness

With its modular design allowing continuous updates and integration of new technologies, HortiMarket is positioned to strengthen Tanzania’s competitiveness in regional and global markets. TAHA believes the platform will not only streamline trade but also support the long‑term sustainability of the horticultural sector.

#HortiMarket 🍃 #MarketTransparency 🪪 #TanzaniaFarmers 🧺 #AgriInnovation 🌾 #RegionalTrade 🚢