Abstract:
This study was conducted to assess the wholesale-consumer segment of the value chain
for five key fresh fruits and vegetables (FFV) including tomato, dry onion, cabbage,
orange and amaranth. Structured questionnaires were used to collect data which were
analysed using descriptive and inferential statistics. Gross margin analysis was used to
develop a preliminary estimate of gross wholesale and retail margins. Logistic regression
was used to test the significance of factors that influence consumers’ purchasing
preferences. The most important source of FFV supply to Dar-es-Salaam market were
Arumeru district in Arusha region, Lushoto in Tanga, Makambako, Kidamari and Ilula
in Iringa, Matombo and Mgeta in Morogoro, Moshi rural in Kilimanjaro and Kibaha and
Msanga in Coast region. The gross margins were found to vary vertically across the
chain and horizontally across markets. FFV prices were found to vary significantly
between supermarkets and open-air markets. Majority of consumers from both markets
valued reliability, freshness, market premises, product outlook/packaging, customer
services and food safety as important factors that determine their preferences about
where to purchase. However, while price and tradition were valued as less important by
Shoprite consumers, they were valued as important by those in other markets.
Supermarkets were found to be important markets for higher income earners where as
open-air markets appeared to serve all income categories but mostly low income
consumers. Consumers with monthly income above Tsh. 500 000, those who valued
prices and reliability as less important, market premises, product outlook and food safety
as most important were found most likely to purchase FFV from supermarkets whereas
those who valued freshness and accessibility as most important and market premises as
less important were less likely to purchase FFV from this market. It is recommended the
government collaboratively work with private sector traders to establish accepted and
workable quality grades and standards that recognize constraints that the traditional
sector faces.
