‘Urgent quality boost needed to defend Zim tobacco market share’

Zimbabwe’s tobacco farmers must urgently improve the quality of their crop to defend their market share against rising competition from global rivals and secure better prices, Agriculture, Mechanisation and Water Resources Development Minister Dr Anxious Masuka has said.

Tobacco is strategically important to Zimbabwe primarily because, as the country’s largest agricultural foreign currency earner, essential for economic stability and importing essential goods.

In 2025, Zimbabwe earned about US$1,2 billion from export revenue. The crop accounts for more than 10 percent of the country’s Gross Domestic Product (GDP), consistently ranking as one of the top export commodities alongside gold

Speaking after a familiarisation tour of the Ethical Sales Floor in Harare yesterday, Minister Masuka emphasised the need among stakeholders to enhance crop quality and boost grower viability.

The tour was prompted by Government concerns over the low prices offered at the start of the season.
Dr Masuka noted the visit allowed for direct engagement with the industry to identify the causes of the price slump and ensure farmers are fairly rewarded. Earlier, Dr Masuka had visited the Tobacco Sales Floor.

While acknowledging the current sales consist of relatively lower-leaf grades, Dr Masuka observed that prices are beginning to firm up, though he expects the price gap between auction and contract floors to narrow.

“We are getting competition from countries like Brazil, Tanzania and India, so our farmers ought to produce a better-quality crop,” said Dr Masuka.

“So, we must work with the technical institutions, Tobacco Research Board, Tobacco Industry Marketing Board, contractors and the farmers themselves to be able to improve the (quality)… of their crop.”

Average tobacco prices are gaining momentum after a slow start, particularly at the auction floors, which have seen a 37,5 percent increase since the beginning of the season, latest data from the TIMB reveals.

Dr Masuka expressed confidence in the tobacco industry’s growth trajectory, noting that despite global competition, there is a ready market for the projected 385 million to 410 million kg crop — a significant increase from last season’s 355 million kg.

“I still think that the 500 million kilogrammes mark that we are aiming for by 2030 is achievable if we focus on producing a better flavour style crop,” Dr Masuka said.

To achieve this, Minister Masuka stressed the need for a radical shift towards environmental sustainability and ESG compliance.