The Role of Agricultural Marketing on Empowering Rural Farmers In Masvingo Province, Zimbabwe

Fainos Chokera, Tendai Ngwenya, Munodawafa Njovo


The paper presents a more qualitative study on the role of agricultural marketing on improving the livelihoods of rural farmers in Masvingo province. The study focuses on four issues (1) major crops grown (2) current markets for produce (3) institutions that support farmers (4) challenges faced by farmers in production, pricing, promotion and transporting produce to profitable markets. Data was gathered from 361 respondents being farmers specialising in the production of maize, groundnuts, small grain crops and vegetables, extension officers, bursars of boarding schools, churches and hospitals as well as supermarkets owners using in-depth interviews and focus group discussions. The findings indicate that maize, rapoko, millet, groundnuts and vegetables are widely grown; GMB, Urban dealers, boarding schools, hospitals, churches and Supermarkets are the leading markets currently absorbing produce; inputs supply,  transport, Lack of market information affect farmers in pricing agricultural produce. The paper concludes that rural farmers lack market information as they still rely on the traditional selling approach. The paper recommends government to improve the state of the roads; establish training centers to equip farmers with marketing skills. Moreover, there is need for the rural farmers to establish their own marketing board which will be responsible for identifying markets and delivery of produce direct to the target markets.

Key words: Agricultural Marketing, Rural Farmers, Empowerment

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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