Online Reporter
Word From The Market
Tina Nleya
STANDARDS are often seen as something for exporters or big companies.
In reality, they are a powerful tool for protecting farmers and making markets work better.
In any successful agricultural economy, standards form the backbone of effective production, marketing and trade.
They ensure that what farmers grow meets the expectations of buyers, processors, regulators and export markets.
In Zimbabwe, while sectors such as tobacco, cotton and livestock have long operated with clearly defined grades and quality parameters, much of the horticulture sector still functions without uniform, enforceable standards.
The result is familiar: inconsistent prices, disputes at the point of sale, high rejection rates and missed opportunities in both local and export markets.
As Zimbabwe seeks to grow its agricultural exports, attract investment and increase farmer incomes, the development and enforcement of agricultural standards is no longer optional; it is a strategic necessity.
Why standards matter for farmers
- Better prices through consistent quality
When products are graded according to clear standards (for example, Class 1, Class 2 and undergrade), buyers know what they are paying for and farmers know what they are being paid for. Without standards, a buyer can simply say, “Your tomatoes are of poor quality”, and offer any price. With standards, negotiations are based on recognised grades, not guesswork or power imbalances.
- Reduced post-harvest losses
Clear guidelines on maturity, sorting, handling, packaging and storage reduce rejection and spoilage. This is especially critical in horticulture, where losses for perishable commodities can reach 30-40 percent. If farmers harvest at the right time, remove damaged produce, use appropriate containers and avoid overfilling, they are more likely to meet market requirements and get paid.
- Access to better markets
Local supermarkets, fast-food chains, hotels and export buyers all have minimum quality and safety standards. Farmers who consistently meet these can graduate from informal markets into formal value chains, which often pay higher prices and offer longer-term relationships
- Consumer safety and confidence
Standards also protect consumers.
They help ensure that produce delivered to the market is safe to eat, with pesticide residues, contaminants and diseases kept within acceptable limits. In an era of rising awareness of food safety, this is increasingly important for both local and export markets.
The new horticulture statutory instrument
The Agricultural Marketing Authority (AMA), in partnership with the Standards Association of Zimbabwe and other stakeholders, took decisive action, one that will protect Zimbabwean farmers and consumers.
A draft Horticulture Production and Marketing Statutory Instrument (SI) has been developed to formalise the sector and align Zimbabwe with international best practices.
This SI was drafted with the small-scale farmer at heart to ensure that everyone, whether commercial or small-scale, can meet these set standards.
The draft SI proposes, among other things:
- Registration of growers, contractors, buyers, processors and exporters
- Commodity-specific grading and quality standards
- Traceability and record-keeping requirements
- Clear rules on packaging, labelling and handling
- Mandatory submission of production and marketing returns
- Market levies to support sector development
- Penalties for non-compliance
In simple terms, this SI is designed to enforce standards in the horticulture sector. It will give farmers and buyers a common language for quality and create a fairer marketplace for everyone.
Lessons from the Jo’burg Market
Standards in action
In an earlier “Word From The Market” article, we shared lessons from the Johannesburg Market, the largest fresh produce market in Africa. One of the most striking features is the presence of a laboratory at the market itself to test for pesticide residues, food safety and compliance before produce goes onto the trading floor.
This setup shows the importance attached to standards and safety in a modern market system.
Farmers and traders know that their produce will be tested. Buyers know that what they are purchasing has passed quality checks.
This builds trust, improves prices and protects the country’s reputation.
Standards are not just for exporters
One of the biggest misconceptions is that standards only matter when exporting.
In reality:
- Local supermarkets and restaurants have standards.
- Processors have standards.
- Urban consumers are becoming more particular about quality. If farmers want to supply formal local markets, they must meet defined standards — regardless of whether the product is leaving the country or not. Standards should be seen as part of running a professional farming business, not as a barrier.
AMA’s role in promoting orderly marketing and standards
AMA plays the following roles, as mandated by the AMA Act [Chapter 18:24]:
- Regulating agricultural marketing systems
- Promoting orderly marketing of agricultural commodities
- Ensuring compliance with rules and standards
- Protecting farmers and the integrity of markets
Through the horticulture SI and ongoing stakeholder engagements, AMA is working to:
- Clarify standards and grades for horticultural products
- Sensitise farmers and traders on compliance and good practices
- Promote structured markets, where quality and standards are monitored and rewarded
Ultimately, AMA’s goal is to build a system where standards are not an afterthought applied only at the border, but a normal part of how we produce, handle and market our crops.
As Zimbabwe’s agriculture evolves, our competitiveness will not be determined by how much we produce alone, but by how well we produce it.
Standards help us compete on quality, safety and consistency, the things that modern markets value most.
If farmers, traders, regulators and buyers all pull in the same direction on standards, Zimbabwe can reduce rejections, strengthen its reputation and secure better prices at home and abroad. For the farming community, the message is clear: Standards are not a burden; they are a pathway to better markets and better livelihoods.
Tina Nleya is AMA’s marketing and public relations manager. She can be contacted on email: [email protected]. Word From The Market is a column produced by AMA to promote market-driven production.
