Supply Chain Market Linkage Strategies for Small Holder Tomato Producers in Zimbabwe

There is a lack of coordinated market linkages to assist the smallholder farmer, especially tomato producers in Zimbabwe. The study's goal was to establish supply chain market linkage strategies for small-holder tomato producers in Zimbabwe using a qualitative approach informed by the interpretivism paradigm. A semi-structured interview guide was used to collect data from 24 participants, which consisted of smallholder tomato producers, Zimbabwe Farmers Union district managers, and Market Linkage Association of Zimbabwe representatives. Data were analysed using the thematic approach to analysis of qualitative data. The findings pointed to the need for reduction in communication and transport costs, adopting technology to reduce pre-marketing processing costs, linking farmers to the value chain, take advantage of ICT to market produce, launching educational programs for farmers on the value chain system and finally training farmers in marketing function.