Online Reporter
Word From The Market-Tina Nleya
As the summer crop marketing season starts to progress, timely information becomes a very important tool.
In previous weeks, we spoke about the different options available to farmers when it comes to marketing their produce.
This week, the focus shifts to the tool that makes each of those options work better: timely information.
In a marketing season, information is not a soft issue, nor is it an afterthought. It is part of the market itself. Once deliveries begin to rise, prices can soften in one commodity, firm in another, and buyer demand can change by location, quality or volume. That is why reliable market intelligence matters to farmers, buyers, processors and policymakers alike.
Timely market information underpins evidence-based decision-making and food security strategies, while reliable production forecasts help governments assess likely shortages and prepare appropriately for the coming production season.
In simple terms, information reduces uncertainty, and in agriculture, reduced uncertainty has real value.
Why timeliness matters more in a marketing season
The most important word here is not just “information”. It is “timely”.
Information that comes too late may describe the market, but it cannot guide decisions. A farmer deciding whether to deliver immediately, store a crop for a few more weeks or negotiate with a different buyer needs current price signals.
The same applies to processors planning procurement, traders managing stocks and the Government monitoring the national food situation.
That is why, as the summer crop marketing season begins to gather momentum, the cost of poor information rises very quickly. Without credible data, farmers can underprice their crop, sell into the wrong market, move produce when the market is already oversupplied or miss stronger demand coming from another buyer segment.
On the policy side, weak information makes it harder to monitor food availability, import needs, strategic reserves and emerging price pressures. What looks like a data issue quickly becomes a market efficiency matter.
How AMA builds
the market picture
One of the major ways the Agricultural Marketing Authority (AMA) gathers information is through the submission of returns by market players across different value chains. Contractors, buyers, traders, processors and commodity exchanges submit production, intake, pricing and trading data to the authority. This information provides a clearer picture of what is happening in the market in real time.
The authority also conducts continuous market research and price tracking across the country. Information is collected from formal markets, commodity exchanges, processors, retailers, abattoirs and informal trading spaces. This allows AMA to monitor price movements, supply trends, imports, exports and marketing patterns across various commodities. The information is then used to guide farmers, inform Government policy and support market stability.
What the market is saying so far
This season, information coming from the market is already showing important trends that farmers and stakeholders need to pay attention to.
According to the latest AMA Market update Report, formal channels (GMB, ZMX, registered traders) marketed maize volumes between April 1 and May 8, 2026, reaching 23 548 tonnes, representing a 68 percent increase compared to the same period last year.
Soya bean volumes increased even more significantly. They rose by 141 percent to 17,455 tonnes. These figures reflect improved production following a better agricultural season and increased market activity.
At the same time, maize prices have generally softened compared to last year due to improved supply and the continued opening of borders.
The average maize price currently stands at around US$349 per tonne, while soya beans are averaging approximately US$555 per tonne. Although maize prices are lower than last season, stronger prices are being observed in oilseeds and small grains, particularly soya beans, sunflower and sorghum.
Information from the Zimbabwe Mercantile Exchange (ZMX) also paints an interesting picture of the market. The latest ZMX Weekly Bulletin shows that yellow maize prices recently declined by 4 percent, closing at approximately US$336 per tonne, while soya bean prices increased by 1 percent to around US$550 per tonne.
The bulletin further indicates that maize supply has improved significantly as moisture levels have normalised, increasing product availability on the market. However, there remains a pricing deadlock in white maize markets, with buyers and sellers still struggling to agree on acceptable prices.
Current supply and demand patterns are also providing important signals to the market. Wheat demand currently far exceeds available supply, while soya bean demand remains strong against relatively constrained supply levels. This explains why oilseed markets continue to show firm pricing trends despite improved overall production.
Another important development this season is the decline in maize imports. Between April 2025 and March 2026, maize imports declined by 35,6 percent compared to the previous period. This is largely attributed to improved local production and Government policies promoting local grain procurement. Such information is important because it gives farmers confidence that local grain demand remains strong.
The market is also being influenced by regional and international developments. Across Southern Africa, maize prices have generally remained stable due to expectations of another good harvest season in the region. However, rising fuel costs remain a concern because they increase transport and processing costs across agricultural value chains.
For Zimbabwean farmers, understanding these broader regional trends is critical. Agriculture no longer operates in isolation. What happens in South Africa, Zambia, Malawi or international grain markets can directly affect local pricing and competitiveness.
Timely information also helps farmers to plan beyond the current season. Information on imports, exports, consumer demand and regional price movements can guide farmers on which commodities may present stronger opportunities in future seasons. This is particularly important as climate variability, shifting consumer preferences and international trade continue to reshape agricultural markets.
Encouragingly, the market is also showing positive signs in export-oriented value chains. Sesame seed exports, avocado exports and citrus exports have all recorded notable growth this year, reflecting improving market opportunities for farmers who are able to produce for both local and export markets.
Ultimately, information empowers farmers. A well-informed farmer is better equipped to negotiate prices, identify buyers, reduce exploitation and make sound business decisions. Reliable information also improves transparency and strengthens confidence within agricultural markets.
As the marketing season progresses, AMA will continue monitoring market developments closely and sharing timely updates with stakeholders across the sector. Farmers are, therefore, encouraged to actively follow market updates, commodity prices and marketing trends so that they remain informed and competitive.
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
