Online produce platforms help change face of agricultural marketing Farmers who spoke to The Herald yesterday thanked the Second Republic for fulfilling its promises and working tirelessly to transform their livelihoods.

Sifelani Tsiko
Agric, Environment & Innovations Editor

Many farmers in Zimbabwe and other African countries still face numerous challenges of marketing their produce. Most of the time they encounter the unpredictable market prices, payment constraints and access to lucrative markets. Technology has been touted as one potential innovative solution to help farmers access markets and improve their earnings. In this report, Sifelani Tsiko (ST), Agric, Environment & Innovations Editor speaks to Edwin Moyo (EM), chairman of Nhimbe Fresh Exports, a big exporter of peas, stone fruits and berries to the European Union, about how his company has joined forces with some young entrepreneurs to create an app to help young farmers flourish.

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ST: Recently, Mr Moyo you tweeted that the Infinity digital platform is now ready to accept and link farmers with the markets. Can you tell us more how this new digital platform will help Zimbabwean farmers to access markets?

EM: The digital platform is not owned by Nhimbe, but by young entrepreneurs who have teamed up with Nhimbe to use our BRC accredited pack produce for both Nhimbe’s and their markets. Our key focus as Nhimbe is to work with new young farmers and entrepreneurs because we believe they are the future for our country.

So we need to develop businesses that will run into the future in other ways finding new ways of doing business by having a new purpose for the future. So anybody from 25 years to 45 is our target for development.

ST: What motivated you to develop such a platform?

EM: The platform is designed to link farmers with the markets and vice versa link markets with the producers. We believe this is the only sustainable way of farming. Farmers often grow products they cannot sell or have to discount prices to cover costs because of lack of markets.

This platform solves this problem in that a farmer can grow a product for a specific market at the right time. It solves the problems of farmers growing products when demand is low in the market.

It has a demand curve analysis that shows the farmer when best to grow a product and maximize on price or earnings.

ST: Was the app-based platform designed with farmers needs in mind? Is it going to be user friendly for farmers?

EM: So the platform was formed with the needs of the farmers and the markets. It is market driven in that we go into the market and get programmes for the whole year.

We then feed the programmes back to the farmer to produce. Most of the clients are hotels, supermarkets, restaurants, lodges, regional and international supermarket chains all looking for good quality produce packed under food safety systems.

BRC, meaning British Retail Consortium, aims to harmonise food safety standards across the supply chain. Their standards guarantee this.

ST: Data bundles are expensive and the majority of farmers in Zimbabwe still struggle to access the internet. How is your application going to overcome challenges related to this?

EM: So the platform now allows both farmers and buyers to talk together via the Nhimbe pack house. We believe that once our farmers have a ready market and can sell their product at the best prices, they can afford to pay for school fees, medical services, data and that other service providers like power will move in because there will be a lot of economic activity taking place.

A good example was Cashel Valley where we changed many lives and brought economic development. The results were there for all to see and this would have been the best example if it had not turned political.

ST: Some farmers have been duped by some dubious online farmer e-commerce platforms. What safeguards have you put in place to ensure that the Infinity platform is transparent, open and trustworthy space for farmers and buyers to negotiate fair prices and deals?

EM: There is no room for fly by nights on the platform. All is above board and market driven.

ST: What are the major markets you are targeting for Zimbabwean farmers to access?

EM: We are targeting major markets in Europe, UK, UAE and South Africa. We are also targeting the local markets such as hotels, lodges and restaurants.

The platform will start by handling local markets.

ST: What is your comment on the growth of agric e-platforms in Zimbabwe? What are the prospects like for the growth of this sector?

EM: We are growing the platform through selected farmers before we move in to bring many other farmers. We have sourced funding through an international microfinance which I cannot name now.

ST: Looking into the future, what are some of your future hopes for the digital platform and the quality of livelihood for the Zimbabwean farmer?

EM: We need to make sure that our young farmers grow with a new culture and good mindset to manage the future through good economic and political policies. That way we would have left our country in the hands of responsible leaders and citizens. Then we can afford to die.

Where is my motivation here? It is to find a new purpose beyond oneself and leave the world a better place than I found it.

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