The 2025 tobacco marketing season has officially begun, ushering in a new era of tighter regulations designed to promote fairness, eliminate illegal trade, and protect small-scale farmers—the backbone of Zimbabwe’s tobacco industry.
The government, in partnership with the Tobacco Industry and Marketing Board (TIMB), has rolled out a biometric grower management system and a more rigorous enforcement strategy to curb side marketing, a practice that has long threatened the sector’s sustainability.
A High-Stakes Season with High Expectations
Tobacco remains Zimbabwe’s largest agricultural export and second-largest foreign currency earner after gold. Last year, the country exported over 260 million kilograms, generating approximately US$800 million. With the introduction of new measures, the industry is expected to surpass these numbers in 2025.
Over 80% of Zimbabwe’s tobacco is grown by small-scale farmers, making fair trade policies crucial to ensuring the industry’s long-term viability.
Prices at the official opening ranged from US$1.59 per kilogram for the lowest-grade tobacco to US$4.65 per kilogram for the highest quality, setting a promising tone for the season.
Government Cracks Down on Side Marketing
During the official opening ceremony, Lands, Agriculture, Fisheries, Water, and Rural Development Minister Anxious Masuka addressed the issue of side marketing, a major challenge that discourages investment and destabilizes contract arrangements.
“Side marketing is a cancer eating away at the sustainability of our tobacco industry. This season, we are stepping up enforcement to protect both farmers and the integrity of our marketing system,” Masuka stated.
To tackle this, the government has formed a task force to monitor the market and clamp down on unauthorized sales. Farmers have been urged to sell their produce through licensed auction floors and contract sales points to ensure compliance and fair compensation.
Biometric System to Strengthen Market Integrity
In a bold move toward transparency, TIMB has implemented a biometric grower registration system that links each farmer’s unique grower number to fingerprints and facial recognition data. This system will be deployed across 55 licensed selling points and will ensure that only legitimate farmers participate in the market.
“This innovative system will eliminate ghost farmers, curb fraud, and protect buyers from side marketing losses,” said TIMB Chairman Patrick Devenish.
The system also integrates GPS coordinates of farms and demographic details to create a secure and verifiable farmer profile. Farmers who do not register under this system will not be allowed to sell their produce, reinforcing efforts to eliminate market irregularities.
Assurance on Forex Payments for Farmers
One of the biggest concerns for farmers has been the retention levels of their earnings. Minister Masuka reassured growers that they would receive 70% of their sales proceeds in US dollars, with the remaining 30% paid in local currency, in line with the 2025 Monetary Policy Statement.
“We recognise the concerns of farmers regarding retention levels and are working closely with financial institutions to ensure efficient and transparent payment systems,” he said.
Farmers Remain Hopeful but Cautious
While many farmers welcome the government’s efforts to curb side marketing and fraud, some remain skeptical about how effectively the new measures will be implemented.
Moses Nyahuna, a tobacco farmer from Mashonaland Central, expressed optimism but also a need for more clarity:
“We hope this system truly benefits us by eliminating fraud. However, we need more details on how it will work across all selling points.”
Meanwhile, other farmers, such as Stella Chandaona, raised concerns about pricing:
“We appreciate the government’s efforts to regulate the market, but at the end of the day, what matters most is the price we get for our tobacco. If buyers offer low prices, all these reforms won’t mean much.”
A Disciplined Market Structure for 2025
TIMB has structured this year’s selling season to ensure a disciplined and fair marketplace:
- Two auction floors have been licensed: Tobacco Sales Floor and Premier Tobacco Auction Floor.
- 43 contractors and 32 A-class buyers have been approved for contract sales.
- 56 selling points will facilitate decentralized contract sales.
TIMB has urged farmers to follow proper booking procedures and avoid engaging in unauthorized transactions to maintain the market’s integrity.
The Road Ahead for Zimbabwe’s Tobacco Industry
As the season kicks off, the focus is not only on sales and profits but also on long-term sustainability. Minister Masuka emphasized the need to think beyond the current season:
“Sustainability is not just an option; it is an obligation. We will continue working with all stakeholders to ensure our tobacco industry remains viable for generations to come.”
With strong regulatory measures, improved security, and higher expectations for revenue, the 2025 tobacco marketing season could mark a turning point for Zimbabwe’s most valuable cash crop. Whether these reforms will deliver on their promises remains to be seen, but one thing is certain: the industry is evolving, and farmers, buyers, and regulators must adapt to ensure its success.
Original Article was written By Ashton Ndakusiya from Newsday
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