Online Reporter
Martin Kadzere
Zimbabwe is aggressively expanding its market reach, particularly targeting China, to handle its continually surging tobacco production, the Tobacco Industry and Marketing Board (TIMB) has said.
The strategy will come under focus during the 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, 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 officer, Mr Emmanuel Matsvaire, in an interview said 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 (size of the) market.”
Mr Matsvaire further noted that while the focus is primarily on China, the expo would seek to create connections and explore collaborations with participants from other markets.
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.
