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Tanzania horticultural exports company wins global accolade

TANZANIA: THE UK Fresh Produce Consortium (FPC) has announced Tanzania’s Fresh Field Manyatta as finalist for the 2024 International Supplier of the Year award, highlighting the country’s growing reputation in horticulture.

“Fresh Field Manyatta has earned finalist status for this prestigious award,” the FPC stated.

As a key advocate for the UK’s fresh produce sector, the FPC represents around a thousand companies in the fruit, vegetable, and flower industries, playing a vital role in the market.

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Often referred to as the ‘Oscars of fresh produce,’ these awards recognize businesses that have made significant contributions to the global horticultural supply chain through innovation.

“Being named a finalist is an immense honour, and we are incredibly proud,” Fresh Field Manyatta commented in their announcement.

This achievement marks a historic moment, making Fresh Field Manyatta the first Tanzanian horticultural exporter to gain such international recognition.

“This milestone demonstrates how the company is making significant strides in the global horticultural industry and underscores our commitment to excellence,” said Managing Director Reverend Clement Manyatta.

The significance of this recognition is amplified by the fact that FFM is competing against industry giants with revenues in the billions.

This accolade highlights the company’s dedication to quality and innovation, showcasing the strength of its team and leadership.

“We are filled with pride and gratitude, and it’s clear we are making impactful strides in the industry,” Reverend Manyatta noted, also mentioning the increase in orders they have received.

FFM’s success story is rooted in resilience and innovation. Reverend Manyatta, a visionary leader, founded the company in 2023 with an initial investment of 77m/-, supported by the Tanzania Horticultural Association (TAHA), which facilitated valuable connections to the UK market.

“TAHA provided FFM with access to a fully equipped pack house and helped secure international standards certification for market entry,” added TAHA CEO Dr Jacqueline Mkindi.

Focusing on quality and innovation, FFM has introduced products like bitter gourd, Habanero, and African Bird’s Eye chili, diversifying its offerings and showcasing Tanzania’s potential in global horticulture.

By the end of the 2023 season, FFM achieved a turnover of over 150m/-, marking its first profitable year.
This success has had a positive impact on Tanzania’s agricultural sector, evidenced by substantial payments to out-grower farmers.

In 2024, FFM’s turnover surged to 956m/-, with 500m/- allocated to small-scale farmers, reflecting Reverend Manyatta’s commitment to fair growth and community empowerment.

This approach strengthens farmer loyalty, improves product quality, and contributes to poverty alleviation, enabling many farmers to enhance their living conditions and support their children’s education.
Despite these successes, logistical challenges persist, particularly in transporting goods from Tanzania to UK supermarkets.

Reverend Manyatta pointed out the high freight costs that burden exporters and threaten their competitiveness.

“We pay between 1.9 US dollars and 2.5 Us dollars per kilogramme to ship our produce to the UK,” he explained, contrasting this with neighbouring countries like Kenya and Rwanda, which enjoy lower rates of 1.5 US dollars to 1.8 US dollars per kilogramme.

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This cost difference is largely due to the lack of direct flights from Tanzania to the UK, forcing exporters to rely on expensive connecting flights that increase costs and delay deliveries.