Analysis of processing, marketing and demand for processed fruits and vegetables in Tanzania

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Sokoine University of Agriculture


This study was carried out to analyze processing, marketing and demand for processed fruits and vegetables in Tanzania. Data for the study were collected from a sample of 320 households, 77 traders and 59 processors using structured questionnaire. Both qualitative and quantitative methods were used to analyze the data. The results of the study show that fruit and vegetable processing firms were not able to utilize their capacities almost throughout the year with very low capacity utilization during off season. Likewise, processors had difficulties of marketing some of their processed products during both harvest and off season, partly due to stiff competition from imported products. With the exception of locally processed tomatoes, households consumed significantly larger quantities of imported processed products than similar products processed locally. Based on econometric analysis results, the study revealed that location of household and preference of consuming particular type of processed mangoes were the most important factors affecting the probability of consuming processed mangoes. Although education level attained by respondents, age of the household head, household size and availability of processed mangoes had no significant influence on probability of consuming processed mangoes, they significantly influenced the quantity of locally processed mangoes consumed as indicated by linear regression results. For tomatoes, the frequency of promotion and household preference for consuming particular type of processed tomatoes significantly influences the probability of consuming processed tomatoes. Contrary to the multinomial logit model results, the results of OLS regression model show that age of the respondents, household size, awareness of vital nutritional role that tomatoes play in the human diet, price of fresh tomatoes and household income had significant influence on the quantity of locally processed tomatoes consumed. The study recommended that strategies towards stimulating and promoting processing, marketing and demand for locally processed fruits and vegetables should focus on improving capacity utilization of processing firms, improving market access, improving and maintaining quality standards of processed products and establishment of advertisement and promotion campaigns and programmes. Above all, a similar study should be undertaken in other areas to ascertain the extent of applicability of the findings of this study.




Processed fruits- marketing, Processed vegetables- marketing, Marketing - Processed fruits and vegetables, Marketing- demand-Processed fruits and vegetables, Tanzania