The Implications of Middlemen in the Marketing of Horticultural Produce in Zimbabwe: The Case of Mbare Musika, Harare

Theresa Mutwiwa | Florence Chimbwanda | Ishmael Pompi

Abstract: The study was carried out to assess the implications of middlemen in the marketing of horticultural produce at MbareMusika, Harare, Zimbabwe. A descriptive survey was adopted for this study. Convenience sampling was used to select horticulture farmers and purposive to select key informants. Data was collected through questionnaires, face to face interviews and non-participant observations. The study employed descriptive statistics and logit model. Results show that profit margins of independent farmers are higher than those of farmers that engaged middlemen. Perceptions on the role of middlemen in the marketing of horticultural produce were mostly negative. Farmers face several challenges, and most are as a result of the middlemen. Type of crops grown, farmer?s income, level of education and farm size significantly affect farmer?s decision to engage middlemen (P<0.05). Government should provide appropriate infrastructure, security and encourage private sector to engage in contract farming to reduce exploitation of farmers by middlemen.

Keywords: Middlemen, Marketing, Horticultural produce, Mbare-Musika, Horticulture farmers, Logit model, Vegetables

Edition: Volume 11 Issue 5, May 2022,

Pages: 1115 - 1123