Online Reporter
Martin Kadzere
Zimbabwe is aggressively expanding its market reach, particularly targeting China, for its continually surging tobacco production, the Tobacco Industry and Marketing Board has said.
The strategy centrers on an upcoming China-Zimbabwe Tobacco Expo, designed to secure increased off-take from Chinese firms and ensure market stability for the rapidly expanding output.
The immediate drive to secure larger buyers stems from a record-breaking performance in the last agricultural season, where tobacco production soared to 354 million kilogrammes (kg), far exceeding the Government’s initial target of 300 million kg.
Having achieved this milestone, the Government has set a target of 400 million kg, necessitating proactive market development.
TIMB chief executive Mr Emmanul Matsvaire told this publication in an interview that the expo was designed to bridge the growing gap between volume and guaranteed market access.
While China is already recognised as one of Zimbabwe’s largest tobacco markets, Mr Matsvaire said the regulatory board was keen to deepen that relationship to absorb the accelerating growth.
“The expo seeks to mobilise Chinese companies with whom we would want to link with our local companies to buy local tobacco,” said Mr Matsvaire.
“We are basically bridging the market gap of the extra volume, and it is important that we become proactive. We are growing our volume and that growth has to correspond with the market.”
Mr Matsvaire further noted that while the thrust is primarily on China, the expo remained open to other participants.
This year, the TIMB successfully navigated a potential crisis for tobacco farmers. Production surged past the initial 300 million kg target, which quickly depleted merchant budgets.
To absorb the excess volume, the TIMB had to urgently engage merchants to mobilise additional funds.
Given last season’s average price of US$3,36 per kg, this required an extra US$181 million to purchase the surplus crop.
The situation mirrored events in Malawi this year, where the government was forced to purchase tobacco directly from farmers after commercial buyers stopped purchasing, having met their trade requirements.
Beyond securing raw material buyers, the expo is also positioned as a vital platform for technology transfer.
Mr Matsvaire said the expo, to be held on October 16 and 17, 2025, would allow Chinese companies to showcase advanced technology that Zimbabwe can acquire.
This includes innovations in tobacco curing, value beneficiation, and value addition, such as specialised machinery for cigarette manufacturing.
Simultaneously, Zimbabwe will present new opportunities that Chinese investors can tap into within the local value chain.
Mr Matsvaire said the dual focus on market security and value addition aimed at transforming the sector from merely producing raw commodities to a more integrated and profitable industry.
Zimbabwe is aggressively pursuing value addition strategies to maximise its earnings from its tobacco, which is currently exported mostly in raw form.
After gold, tobacco stands as the country’s source of foreign currency. The sector’s transformation, driven by the small-scale farmers who emerged from the land reform programme, has been profound, elevating rural communities to the status of rural middle income.
