Agricultural Marketing's Contribution to Rural Farmers' Empowerment in Zimbabwe's Masvingo Province

Abstract

A more qualitative analysis of how agricultural marketing helps rural farmers in Masvingo province raise their standard of living is presented in this research. Four topics are the subject of the study: (1) key crops farmed; (2) produce markets now in existence; (3) organizations that assist farmers; and (4) difficulties farmers confront in producing, pricing, promoting, and transporting goods to lucrative markets. Using in-depth interviews and focus groups, information was obtained from 361 respondents, including farmers who specialize in the production of vegetables, small grain crops, groundnuts, and maize; extension agents; bursars of boarding schools, churches, and hospitals; and supermarket owners. The results show that vegetables, rapoko, millet, rapoko, and maize are farmed extensively; the main markets now consuming produce are supermarkets, boarding schools, hospitals, churches, and GMB; inputs supply, transportation, Farmers' pricing of agricultural products is impacted by a lack of market knowledge. The study comes to the conclusion that because rural farmers continue to use the conventional selling strategy, they lack market knowledge. The report suggests that the government provide training facilities to give farmers marketing skills and repair the roads. Additionally, it is necessary for rural farmers to set up their own marketing board, which will be in charge of locating markets and delivering produce straight to the intended consumers.