Unveiled On October 20, Hortimarket Is Accessible Via A Website, Mobile App, Whatsapp Chatbot, And USSD Code, Making It Inclusive For Both Urban And Rural Users. The Initiative, Reported By Tanzania Invest, Aims To Connect Farmers, Exporters, Buyers, And Service Providers Through A Centralized Online Marketplace. TAHA Described It As A “Strategic Response” To Long-Standing Market Access Challenges That Have Limited The Sector’s Growth Potential.
According To TAHA, The New Platform Will Allow Users To Identify Fresh Business Opportunities, Make Informed Trade Decisions, And Improve Coordination And Profitability Across The Supply Chain. The Digital Tool Is Expected To Significantly Enhance Transparency, Efficiency, And Integration Within Tanzania’s Fast-Evolving Horticultural Landscape.
The Move Aligns With TAHA’s Broader Ambition To Boost Horticultural Export Revenues To $2 Billion By 2030, Up From An Average Of $382 Million Recorded Between 2021 And 2024, According To The Bank Of Tanzania. This Ambitious Plan Seeks To Position Tanzania As A Leading Player In Global Fruit, Vegetable, And Flower Markets.
Still, Digital Adoption Remains A Key Challenge. Only 31.9% Of Tanzanians Have Internet Access, Based On Data From The International Telecommunication Union, While Nearly 60% Live In Rural Areas Where Smartphone Penetration And Network Connectivity Remain Low. Overcoming These Barriers Will Be Crucial To Ensuring The Inclusion Of More Than 500,000 Smallholder Farmers — The Backbone Of The Sector — In Tanzania’s Digital Agricultural Transformation.
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